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Conscious Website Redesign
This website was initially created in 2021 alongside the launch of the art now project. Its original design expressed the conceptual identity of the initiative, yet ecological metrics were not part of the design criteria at that stage. According to Website Carbon it received a carbon rating of C, cleaner than 61% of web pages globally, but still not among the front-running, low-impact sites.

Since then, our evolving approach to post-consmer communication — white on white — has come to represent not only an aesthetic and experiential language, but also a commitment to reducing its environmental footprint. In contrast to image-heavy, animation-driven, and data-intensive website, the current lighter web architecture requires less data transfer, lower processing demand, and reduced energy use. This website, when measured today, it achieves a carbon rating of B, cleaner than 65% of web pages globally.

Although the original website is no longer available, for obvious reasons, its redesign can be understood through a comparison of historical website metrics. The site still communicates the project’s purpose, remaining informative yet intentionally less stimulating, while maintaining finesse, elegance, and space for more reflective and responsible "clicks".

Point of reflection
Website Carbon is one of many online tools used to estimate the environmental impact of websites. Its results should be understood as indicative, as they depend on assumptions about energy grids, caching, traffic levels, data transfer, and whether hosting is powered by renewable energy.

Although the data is indicative rather than exact, we have already observed that highlighting this kind of information on the art now website activates critical reflection among its visitors.

Expose unseen
By making the often-invisible, energetic dimensions of digital communication more tangible, we invite users to pause, question their own digital presence, and consider the wider systems and infrastructures that support it.Compare how the website’s approximate environmental metrics changed through the conscious redesign:

Carbon rating 2021-2026

Only 0.16 g of CO₂ is produced every time someone visits the page (vs. the global average crossing 0.846 g of CO₂ per pageview). It appears to be running on sustainable energy.

Over a year, with exemplary 10,000 monthly pageviews, this page produces:

  • 19.34 kg of CO₂ equivalent: as much CO₂ as boiling water for 1620 cups of tea, 

  • 48 kWh of energy: as much CO₂ as 3995 full charges of an average smartphone,

  • 1 tree: it emits the amount of carbon that 1 tree absorbs in a year,

  • 48 kWh of energy: that’s enough electricity to drive an electric car 307 km (or 190 miles).​​

Carbon rating 2026-PRESENT

Only 0.14 g of CO₂ is produced every time someone visits the page (vs. the global average crossing 0.846 g of CO₂ per pageview). It appears to be running on sustainable energy.

Over a year, with exemplary 10,000 monthly pageviews, this page produces:

  • 17.1 kg of CO₂ equivalent: as much CO₂ as boiling water for 1430 cups of tea, 

  • 42 kWh of energy: as much CO₂ as 3532 full charges of an average smartphone,

  • 1 tree: it emits the amount of carbon that 1 tree absorbs in a year,

  • 42 kWh of energy: that’s enough electricity to drive an electric car 271 km (or 168 miles).

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