• Identity, Website, Design System
An updated wordmark and website for Baltimore’s art & culture magazine.

BmoreArt is an independent, Baltimore-based magazine that reflects the art and culture of the city and the surrounding region, including Maryland, Washington, DC, and Northern Virginia. They provide creative and critical coverage of the cultural landscape and work with a diverse team of local writers, editors, and artists.


BmoreArt was founded in 2007 as a collaborative blog run by artists, for artists. By 2019, they had expanded and evolved into a full-time staff of three and a team of part-time and freelance contributors. They wanted to move from their generic, templated site to something more bespoke, beautiful, and easier to navigate.


We began with a logo refresh. The goals were to keep the spirit of the old logo but make it more sophisticated and refined.

old logo

The website redesign process began with in-depth research: user and stakeholder interviews, site audit, analytics analysis, etc. I also met with the client to workshop sitemap possibilities and user journeys and then summarized the findings into a research document.

We then identified template types needed for the new website, along with an updated sitemap that included a new category taxonomy for searching through BmoreArt’s articles. The design phase included wireframes and finally, visual design. I collaborated with a team of developers to create and refine the custom WordPress website. We integrated Shopify and migrated and sanitized over a decade’s worth of old content.


The design solution focused on a beautiful typographic system and minimal color palette, to allow BmoreArt’s beautiful photographic assets to shine. We created a clean grid and integrated thoughtful interactive components to make reading long form articles easy and enjoyable. Attention was paid to every last detail—from drop caps and pull quotes, to spacing and hover transitions.

The new website increased BmoreArt’s web traffic significantly. Our addition of a Shopify store to their site—with a new subscription model—has financially helped the organization during the COVID-19 pandemic.

My Role
Logo design, Brand extension, Research, Information architecture, Visual design, QA, Design system, Project management.
Year Completed

Development: Southleft
Logo Design: Amanda Buck and Tony Venne

Header photo courtesy of BmoreArt by Kelvin Bulluck

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