March 2017

Design Fabric

A new publication on the art & design culture in India. Designed and run by A Good Feeling, the folks behind Taxi Fabric.

We worked closely with them through the design process and helped them think about the various types of content, and the relationships between each other. We also helped them break away from their print and traditional graphic design design background, think in terms of a dynamic web canvas, and deliver a great responsive website.

The development and Craft CMS integration happened alongside the design iterations. Having a complete, functional version of the website at every step greatly aided design reviews by providing both teams from different design backgrounds a common language to discuss, give, and act upon feedback.

The final website bakes in multiple layers of performance optimisations (CDN, static cache, responsive images, preloading links, lazy loading images, and more) and delivers a lightning fast experience.


This project was executed in close collaboration with Sanket Avlani, the founder of Design Fabric. On 13th Oct 2018 (and over the following days) multiple women have accused him of sexual harassment. In light of such disturbing accounts, and by Sanket’s radio silence for 10 days (as of writing this note), we stand firmly with the victims. We are deeply disappointed with stories that have emerged and we condemn all forms of harassment, at the workplace or otherwise.

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