Internet Archive
This project reimagines the Internet Archive’s website - a globally recognized digital library of knowledge and culture - through a thoughtful, user-focused rebranding effort. The aim was to modernize the interface, elevate usability, and establish a more cohesive, inviting digital presence while maintaining the archive’s core values of accessibility and preservation. The redesign was conceptualized as part of a broader academic exploration into improving digital accessibility and engagement.
The original Internet Archive website, while rich in content, presents a dense and somewhat dated interface that can deter user engagement. We undertook a complete rebranding to create a streamlined, intuitive, and visually compelling user experience. Our approach focused on enhancing clarity, approachability, and functional elegance - making the platform more accessible for users of all backgrounds, from researchers to curious learners.
Work we've done!
- Digital Brand Refresh
- Identity System Overhaul
- Harmonized UI Color & Type Styling
- Content Architecture Realignment
- Interactive Interface Design
- Microcopy & Tone of Voice Refinement
- Impact Stories & Testimonial Design
- Device-Adaptive Layout Creation
- Modular Design Language for Scalable Pages
Creative Process
- Understanding the Archive’s Legacy
We started by immersing ourselves in the Internet Archive’s mission - preserving knowledge and offering free access to cultural artifacts.
- Identifying Key User Profiles
By analyzing the needs of researchers, students, and everyday knowledge-seekers, we defined clear user archetypes.
- Ideating the Visual Direction
Inspired by curiosity and timelessness, we created a clean, scholarly look using gradients, modular layouts, and soft visuals.
- Designing with Accessibility in Mind
Every design decision was made to improve clarity, legibility, and ease of use. We opted for generous spacing, intuitive icons, and focused color contrasts to make information inviting.
- Building and Refining Prototypes
High-fidelity mockups were tested and refined through feedback, ensuring consistency and a cohesive user journey.
- Humanizing Through Storytelling
To create emotional resonance, we included user testimonials that reflect the impact of the archive in real-world scenarios.
Result
The rebranded website offers a vastly improved user experience that aligns with modern digital expectations. It simplifies access to vast collections, guides new users more intuitively, and brings focus to the archive’s cultural significance. The design evokes both sophistication and warmth, making the site more welcoming to both first-time and returning users.
Conclusion
Through this rebranding, the Internet Archive’s digital identity has been transformed into a more accessible, aesthetically engaging platform that resonates with today’s users. The refreshed design honors the organization’s mission while opening new doors for discovery, research, and preservation in the digital age.