The new AMP website

AMP's web development partner The Work Department has launched a new blog for discussing their projects. They recently published some reflections on the production of the Allied Media Projects homepage.

While AMP has been an organization for 10 years, for most of that time we only had websites for the annual Allied Media Conference. As we have launched new year-round programs, an organizational homepage became a necessity. Read here about the Work Department's approach to building the online home for Allied Media Projects. We're super happy with the result and look forwards to many more website design and development collaborations.


Through the launch of Detroit Future, AMP has grown its vision and successfully built out a range of new programs which seem to be evolving on a daily basis. At the same time, the process of presenting the Allied Media Conference has become a year-round collaborative organizing process, engaging dozens of coordinators from across North America in presenting tracks and sessions, network gatherings, and practice spaces. Over 2,000 participants are expected for the 2012 AMC.

As AMP’s work continues to multiply, it’s no longer able to comfortably nestle its organizational identity solely within the Allied Media Conference. In the summer of 2011, it became increasingly clear that AMP needed to create an accessible, engaging and clear website that communicated who it is as an organization, what it’s doing and where it’s headed.

To approach this project, we started by illuminating AMP’s story through a narrative-based navigation system. Relevant information, projects or programs are embedded within concise narrative-based tooltips. The menu is synchronized to a connected, photographic animation sequence. Both the photos and the navigation work together to communicate and contextualize the network relationships as a user moves through the site. This flexible system allows for the narrative to evolve and change over time and is responsive to rescaling browsers and mobile phones.


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