Driftime is a boutique design company. Its main focus is on the travel and lifestyle sectors. Driftime offers clients digital design, brand strategy, and positioning.
Driftime’s 2024 impact report takes the form of a beautifully designed website. The site opens on a black and white page with nine section titles set in a narrow, bold sans serif. Hovering over each one brings up a brief explanation set in a modern serif. These two typefaces are used throughout the report and make a pleasing pairing.
The site is built to a 4-column vertical grid whose versatility is used to the full by the designers, especially in how the horizontal registers are constructed. Type and images sprawl across the page and text is arranged in neat ragged-right blocks, making for easy reading. Animated title text grabs the reader’s attention quickly, and stops being a distraction almost immediately as you read it and scroll past.
The rest of each page uses colour to soothe. Complementary colour palettes soften the usually high contrast reading experience. This would be very difficult (and possibly very expensive) to undertake in print, and it highlights the wisdom of using a custom website for reporting.
This is a report worth studying, for its graceful page grids, type treatments, and use of colour.
Go here for our coverage of Driftime’s 2022 report:
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