This kind of project usually benefits from separating the conversation into six layers:
Business & Strategic Goals
Brand positioning
Audience behavior
Content & Structure
Visual Direction
Timeline & Collaboration
The main challenge here is that the reference shift (from the current expressive/impact-driven site toward something closer to Wayward) is not only aesthetic — it changes how credibility, sophistication, and information hierarchy are communicated.
Name
What is no longer working in the current experience?
What is the primary issue with the current website?
Brand perception
Visual direction
Messaging clarity
Navigation / UX
Scalability
Performance
CMS limitations
Conversion
Other
Additional Context
What is the primary goal of the new website?
Stronger institutional presence
Premium positioning
Better storytelling
Better conversion
Clearer communication
Recruitment
Investor trust
Press visibility
Simplified navigation
More editorial flexibility
How should Artica feel today?
Institutional
Cultural
Editorial
Premium
Minimal
Experimental
Confident
Strategic
Sophisticated
Technical
Global
Distinctive
Why this direction?
Which qualities from the current site should remain?
Which qualities should disappear?
What should visitors remember after visiting the site?
Are there brands, firms, or studios whose positioning feels aligned with where Artica is heading?
What specifically resonates from the Wayward (wayward.com) reference?
Typography
Editorial Spacing
White space
Simplicity
Structure
Hierarchy
Motion restraint
Photography direction
Navigation clarity
Overall tone
Why?
What should not be be replicated from that reference?
Who is the primary audience for the website?
Investors
Founders
Partners
Talent / recruits
Press
General audience
What should this audience immediately understand?
What confusion or friction exists in the current experience?
What should the website prioritize most?
Memorability
Clarity
Prestige
Emotional impact
Efficiency
Storytelling
Exploration
Which section of the current site is most important to preserve?
Portfolio
Team
Thesis
Collective
Ventures
Insights
What content is currently missing?
How should the website behave structurally?
Holding company
Investment platform
Editorial platform
Cultural ecosystem
Venture firm
Hybrid
Unsure
Should Artica Capital and Artica Collective feel:
Fully unified
Closely related but distinct
Completely separate
Do you already have an idea or map of content?
How much motion should exist in the experience?
Primarily static; focus on raw content.
Subtle
Gentle transitions and soft fades.
Standard
Standard UI motion; polished and professional.
Expressive
Energetic movements that add personality.
Cinematic
High-impact, immersive, and narrative-driven.
What type of motion feels most appropriate?
Minimal functional motion
Ambient motion
Scroll interactions
Editorial pacing
Cinematic transitions
Interactive storytelling
What should the visual system prioritize most?
Sophistication
Differentiation
Timelessness
Innovation
Are there visual elements from the current Artica identity that should remain?
Desired launch timing
What is driving the timeline?
Fundraising
Launch
Event
Repositioning
Additional context
Who will be involved in approvals?
If someone visited the new website for 90 seconds and remembered only one thing about Artica — what should that be?
This information will help shape the strategic and creative direction of the project.
We’ll follow up with next steps shortly.