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Down to Earth Whole Foods

Down to Earth Whole Foods is Johan Bergfjord's natural foods store in Endicott, NY. I made a basic site for Johan years ago that satisfied his needs, but in 2009, both of us were itching to take it to the next level.

Like markscudder.com, the site is based on the MODx Content Management Framework, with a PHP-based background switcher that loads a new background image and background color (if the browser is wider than the image) into the template for each page. It's the perfect balance of content variation and ease of design. This full-page brochure site is based around photographs I took of the store interior and exterior, and Johan's copy.

I wanted the site to have a "widescreen" or "HD" feel to it, so the photographs were taken so that the subject was aligned slightly left of center. Then the photos were faded on the right side with a gradient to a solid color (usually the average color of the right side of the photo) so it fades subtly behind the text area. Stock photos of the sun and a grassy field give the site a bright, postive background layer that fills out the browser window.

The site dynamically resizes all elements to fit the browser viewport.