A full website art direction for DriveAluminum (the Aluminum Association's automotive program). The challenge: a niche industry with a limited and unreliable photo library. The strategy: lean into aluminum’s characteristics: raw, sharp and metallic. I presented two mood boards to the client, each a distinct design direction with the design logic to solve for the limited photography.

I recommended the black-and-white direction as a way to make strong photography out of weak images: a high-contrast treatment turns ordinary, uninteresting shots into striking imagery. Paired with bold and angular graphic shapes, the result was a site unlike anything else in the industry — and it set my client apart. Working alongside a UX designer, we built a sitemap that guided the full build: homepage, secondary and tertiary pages, and specialty pages like the newsroom.

The design is still in use today.