Decimal greet you with the globe on their website for accessible satellite imagery platform SkyFi

Established to democratise satellite imagery, SkyFi allows its users to easily and attainably access archived, live and contemporary imagery of the earth. It was the role of NYC-based design and technology studio Decimal to create its accessible and intuitive website, determining the UI, UX, design and development, with messaging and marketing led by Santa Monica-based agency Hawke Media. Precise and pronounced, Decimal’s execution of typographic hierarchy and immersion leads the user on an exploration of the site, a journey reflective of a satellite’s movements. Not without its limitations, however, Decimal worked within SkyFi’s existing identity system created by Orlando and Camden-based agency Maven Creative, including the use of Hanken Design Co.’s HK Grotesk as the primary typeface. “From the beginning, we really enjoyed the identity created by Maven Creative,” Co-founder & Creative Director Guillermo Brotons tells us, “the only small adjustment was to find a Google font instead of their original mono font proposal,” opting for Google Font’s DM Mono. Discussing the use of type, Brotons continues, “we found some moments to be large and bold,” referring to the use of HK Grotesk, including key messaging and headings. “This font works very well at large sizes and we wanted to find some confident and surprising moments,” he adds, aesthetically matching DM Mono’s more pragmatic construction. “We really enjoyed the contrast of both fonts but also it was important to infuse a somewhat ‘technical’ look and feel,” Brotons remarks. “When we are showing imagery next to some associated technical information we’d use DM Mono,” he details, “but for longer descriptions, we would use HK Grotesk because it’s more readable.”