Founders Holly Lander and Orla Bennett started Atomica as an alternative to 'traditional' gallery spaces. Affordable, ready to hang artwork, ceramics, vinyl collectables sit side by side with a soundtrack of vintage vinyl, punk and garage tunes.

This deliberately brash and playful personality is reflected in the brand identity through a loud, geometric logo and bright pastel colour palette - a bold look not normally associated with the minimal white walls of a gallery space. This branding was applied to all aspect of the business, including pop up spaces, social media channels, website, exhibition marketing and limited edition print production and packaging.

The entire site was first wireframed, with consideration given to potential ad space locations (using standard Google Ad Sense sizes), a complete e-commerce framework (based on WooCommerce), artist profile pages and archive of previous events and exhibitions.

Two key types of content were defined when designing the site. 'Featured' posts - consisting of premium, self-generated content such as artist interviews, studio visits, exhibition reviews and video content; and 'Curated' posts - made up of inspiration style reposts and aggregated content from external sources. Two post layouts were designed to accommodate these different post types, showcasing and maximising users' exposure to the premium 'Featured' post content and making the most of the high-churn 'Curated' posts.