John wanted a website that was simple, welcoming, experiential and impactful. The large menu on the left with an animated change in background welcomes the audience onto the page. Using a dark background and bright teal heading for the artwork captions had a two fold reason. First, it pulls the eye of the audience to encourage reading as part of an educational experience on the site. Second, it also compliments the existing logo that Neighborhood Architecture came with. Lastly, using infinite scrolling, viewers of the website returns back to homepage after scrolling each section creating the experience of walking from one part of a gallery to another.