The Key Art Is the Interface
Artza Productions is a Tel Aviv-based TV production house. I designed and built their bilingual site around one constraint: the posters are the loudest thing on the screen, and every design decision after that is a frame.
Art Direction · Web Design · Frontend Engineering · 2026
https://artza.co.il/en
A production company’s site is a gallery, not a brochure. The moment the layout has an opinion — a gradient, a second accent, a decorative rule — it starts arguing with the key art it exists to show. So the whole design is built as restraint: near-black surfaces, one accent, generous space, and nothing on the page that a poster has to shout over.
The palette is two temperatures. A near-black ground so stills and posters sit on it without a halo, and a single warm brass that appears only where something is clickable — the nav pill, the trailer button, the carousel arrows. One accent, one meaning: if it’s brass, it does something.
“A production house is judged on its work. The site’s job is to not compete with it.”
One family, one fluid scale, six steps — no ad-hoc sizes anywhere. The wordmark on the home page is the only place type is allowed to be loud: ARTZA PRODUCTIONS set at display weight and filled with the key art behind it, so the name and the work are literally the same object. Everything below it drops to a quiet reading scale and stays there.
Mobile is a different composition, not a squeezed one. On the phone the poster becomes the whole screen and the chrome collapses to a single row, so the first thing in the viewport is always the work. Navigation lifts into a full-screen overlay rather than a cramped dropdown — the same restraint, at a size where restraint matters more.
The site runs in English and Hebrew, and Hebrew is not an afterthought. The grid mirrors wholesale for RTL — the back arrow, the carousel direction, the alignment of every line — so the Hebrew site reads like it was designed first, not translated into.
Design & stack
One family, six steps
A single fluid scale — no ad-hoc sizes
Near-black · warm brass
One accent, and only for actions
Path-based i18n, mirrored
/en and /he on the same grid, flipped
Next.js · React 19 · TypeScript · Tailwind v4
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