It Took a Ph.D to Design This Website

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Be it print, web, books, motion graphics or branding, Ph.D's "classic with a twist" approach to design is reflected in the new

surprising brightness of a soap-opera actor's teeth seen up close

When Michael Hodgson, Principal of the Los Angeles design firm, Ph.D, decided to redesign his website he wanted something different, which he realized is what everyone wants.

"People get bored going to a site and seeing the same thing over and over," says Hodgson. "That's why there are rotating stories on our homepage." Keep refreshing your browser and up pops a new story; maybe it's the one about which project prompted the Ph.D team to toast themselves with shots of tequila, or how the Los Angeles Times likened one project to the "surprising brightness of a soap-opera actor's teeth seen up close," or, Hodgson's videography of his trip to the Academy of Art's Spring Show.

Hodgson wanted the site to function well with easy navigation, but to remain interesting to visitors each time they returned. "We wanted a clean look, not overly designed -- an almost-not-designed design," says Hodgson. He and his team focused on the content, injecting it with images and witty snip-its of what it's like to be part of the Ph.D team working on projects like the Eames Elephant short film, the 20th Century Fox deluxe box sets of John Ford Films, the Inner City Arts program, or the Princeton University Lewis Library project with world-famous architect Frank Gehry.

Be it print, web, books, motion graphics or branding, Ph.D's "classic with a twist" approach to design is reflected in Hodgson's personal style, Ph.D's work, and the new

About Ph.D:
Ph.D, a Santa Monica-based design office led by Michael Hodgson, serves an enlightened roster of clients with visual acuity, crisp thinking and penetrating wit. The work of Ph.D is executed across a wide range of mediums including environmental graphic design, books, web, print, motion graphics, and Visual Personalities, Ph.D's patent-pending blend of branding, logo and identity. Ph.D's clients include a mix of Fortune 500 companies, innovation leaders and cultural institutions such as 20th Century Fox, Border Grill, Chronicle Books, Frederick Fisher & Partners, The Getty Foundation, Herman Miller, liveBooks, Nike, and The Rand Corporation.

Hodgson is President Emeritus of AIGA Los Angeles and serves on the advisory board of the AIGA Center for Sustainable Design. In 2007 he was named an AIGA Fellow.

For more information, visit or call 1-310-829-0900.


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