Anishinaabe Abinoojii Family Services

Choosing the visual direction for the new AAFS website

All three directions use identical content, modules, photography and factual placeholders. Only the visual system, composition and interaction treatment differ.

Today’s review is about the visual direction. Content, photography, contact details and program information will be reviewed separately. Each concept is a non-interactive visual prototype, and its photography is reference imagery only.

The three directions

Direction A

Warm & Photographic

A warm, image-led direction: a full-bleed photograph carries the opening statement, with a serif display face and generous paper surfaces below.

Visual character: Warm serif display, full-bleed photography, bone and ink palette

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Direction B

Structured & Direct

A disciplined, high-clarity direction: a strict grid, IBM Plex Sans throughout, numbered pathways and a deep green field over warm off-white.

Visual character: Structured sans serif, strict grid, deep green and warm off-white

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Direction C

Editorial & Story-Led

A typography-led direction with an editorial pace: oversized display serif, numbered sections and a compact support rail beside the opening statement.

Visual character: Editorial serif display, warm ivory, oxblood used only for risk

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At a glance

A factual summary of how the three directions differ. None is better or worse.

Factual differences between the three directions
Element	A: Warm & Photographic	B: Structured & Direct	C: Editorial & Story-Led
Hero	Full-bleed	Split layout	Typography-led
Type	Warm serif	Sans serif	Editorial serif
Navigation	Layered	Compact	Compact
Page rhythm	Immersive	Dense	Spacious
Photography	Atmospheric	Functional	Narrative

Share your feedback

Your selection and comments will guide the final recommendation and refinement.

Which direction feels most representative of AAFS?(required)

Direction A: Warm & PhotographicDirection B: Structured & DirectDirection C: Editorial & Story-Led

Which direction would you choose second?

Your first choice is not offered here.

Direction A: Warm & PhotographicDirection B: Structured & DirectDirection C: Editorial & Story-LedNo clear second choice

What feels strongest about your preferred direction?

Is there anything you would change or avoid?

Is there an element from another direction you would carry forward?

Your name (optional)

Where this goes: your answers are stored in a private database for this project and are visible only to the AAFS project team and the design team. Nothing is shared publicly or used for any other purpose. Please do not include personal or case information.