The Typography System Behind Strawhouse
How editorial typography principles can transform a gallery website from corporate to intimate, making art feel considered rather than commercialized.
Most gallery websites feel like catalogs. Clinical. Corporate. They present art as product rather than experience.
For Strawhouse Gallery, I wanted something different. An editorial approach that makes browsing feel like reading a carefully curated art magazine. Where typography becomes part of the curation.
The Hierarchy
Large, light serif headings (Sentient at 400 weight) give exhibitions breathing room. Artist names set in title case, never all-caps—because caps feel like shouting, and art deserves quiet attention.
Body text in General Sans, generous line spacing, never justified—because justified text feels forced, and gallery descriptions should feel conversational, intimate.
Editorial Rhythm
The layout follows magazine principles: asymmetric but balanced, with generous white space that lets each piece breathe. Typography that steps back, never competing with the art itself.
This isn't about showing off type skills. It's about using typography to create the right emotional context for experiencing art.