Working closely with his models, Arwe searches for the moment when they are ready to shed their projected self-images and show who they really are.
At this moment of release, he registers their true vulnerability and openness.
In order to reach this state of release and freedom, Arwe lures his models out of their comfort zones with what he calls ‘dramatizing elements’, causing a conflict between the models’ assumed identities and their true self.
ARWE’s award winning photography needed a renewed online identity. Brand strategist Ricardo van der Graaf created a brilliant website concept, and Rocketclowns provided the technology to make that concept happen.
Ricardo van der Graaf came up with a radical rethinking of the traditional website navigation model. The goal: to remove all distracting navigation options from the interface. On arwe.art, the homepage is the ‘hub’ from which all navigation happens.
Rocketclowns created a unique ‘full screen browsing’ experience for the photoseries on the homepage. This way, there’s minimal distraction from the impact of ARWE’s artworks.
You can dive deeper into any section of the website: the photo series, the exhibition schedule, or the awards, with a single navigation tool. This user flow was a delight for us to implement 🙂