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Rochester Advertising Federation Concept Design/Development View the concept

The Rochester Advertising Federation is a collaborative group of professionals in the advertising field in the Rochester, NY area. This project was done to help create a new online presence for the organization. The client wanted a simple, minimalist design that was easy to navigate and get information quickly.

The first thing I decided with this design was to make it bright: white and pastel colors. I also wanted the showcase area to be very noticeable, but also serve as a spacer on pages that wouldn't neccesarily have anything to showcase. By making a separation between navigation and content, extracting information is easy.

The layout was easy to decide on; using a multi column layout would allow for the separation of materials and give the user the ability to query for more information at any point. Using a subnavigation bar also simplifies the 'where are you' status of the page.

After the design was finalized in Photoshop, I started the coding. I made sure that the page would look the same no matter what browser or operating system you were running. I try to develop all of my pages with valid XHTML code as well as valid CSS and this page is no exception.