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    November 09, 2004


    Carl LaFong

    To be honest, I'm kind of disappointed by Modernista's new website. While I admire the agency itself, they seem so intent on making their site "cool" that they've chucked clarity clean out the window. Once again, ease of use has taken a back seat to "edgy," self-indulgent design. Kind of ironic that an agency whose very raison d'etre is to produce communications that cut through the clutter has cluttered up its own website, making it difficult to navigate.

    Think about it: How many potential clients will be willing to waste their valuable time trying guess which link will take them to, say, the print ads for Hummer?

    Speaking of the print ads, the images are so small, you can't even read the headlines in many of them.

    Another thing: You know an agency must be in some sort of trouble when they feature more work for their ex-clients than they do for their current clients.

    Sorry to be so negative, but I think you guys are capable of much better.

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