Driftime is a boutique design company. Begun in 2016, it specialises in design for the travel and lifestyle sectors among others, and focuses on digital design, brand strategy, and positioning.
Their 2022 impact report is a deep dive into the company’s work and is itself a work of thoughtful design with regards its type treatments, photography, and colour.
The website opens on a large abstract painting overlaid with styled typography. This display type consists of a slim sans serif in all caps with ribbon-like variant letters, making for surprising, attention-grabbing typesetting (especially as display text is set extra large).
Text blocks are set in what looks like Rasmus Andersson’s Inter typeface. These longer sections of text are typeset to be as simple and unobtrusive as possible, allowing the images to shine.
Portraiture in the report suggests natural light in places and found light in others, creating a naturalistic atmosphere. Most portraits are lightly posed and art directed, again reinforcing the natural.
This sense of naturalism is aided by a wide colour palette that sticks to soft tones for the most part. Like the type treatment for text blocks, colour remains simple and functions as an anchor for other elements of the site.
