National Ranching Heritage Center Medium Context Web

With outstanding photography from Wyman Meinzer, the National Ranching Heritage Center branding and web refresh called for an informed, editorial approach to page layout.

Using Matthew Carter's Charter for orientation and static content contrasts the use of Helvetica Neue for navigation and dynamic actions. Charter and Helvetica Neue both feature vertical axes, strong strokes, and humanistic references to geometric shapes, making them a harmonious typographic pairing. The bold serifs of Carter tip their hats to the historic American west while the refined proportions of Helvetica Neue nod to contemporary realism.

Carrying the visual DNA of the Double-T, layout proportions harmonize the major 6th (3:5) and minor 3rd (5:6) intervals. The harmonious call-and-response of proportions echoes the harmonious relationship of caring ranchers with precious wildlife.

Check the project out on Bēhance!