The AA

A content hub creation.

TheAA.com lacked a dedicated space for sharing non-product-related content. Our objective was to create a content hub specifically designed to showcase this material effectively.

In this project, I took on the role of lead designer, focusing on the art direction and UI design for the responsive site.

I was also deeply involved in the UX process, contributing to experience mapping, scamping, and quick iterations to define and refine the hub's functionality.

Once the hub was established, we developed guidelines for a mini design system, adapted from the broader AA site. This system was designed to create a cohesive ecosystem, providing a robust foundation that others could easily expand upon in the future.