Our identity work for Jake extended into the website at the very beginning of the project (around April – May 2009). Our main concern was to create a systematic approach to allow the work to be the main focus, but also be flexible – this is particularly apparent on the point of format, as Jake’s works vary substantially.

The website was designed with a dual grid. A tri column grid holds the text (Fig. 2), where as portfolio images are always centred (Fig. 3), with all the minimum text remaining, without hindering navigation.

The bespoke typeface, Fortescue, was also used in the website to be used as headlines on the main page of the website (Fig. 5-7).

Fortescue was created for Jake, and named after the house in which his career as a professional artist started. Each of the initial cuts (House & School) were based upon parts of Fortescue House. Designed as an ever-evolving typeface, Fortescue has the ability within its grid to adapt to changes in weight, structure and style.