The website's visual language is consistent with the ShineLA identity: inviting, vivid, and warm, featuring the bright tone of the City of Los Angeles. The color splash on the website, from navigation bars, illustrations to headlines, is designed to echo this tone while help with a clear hierarchy of information.

The website functions as a promotional platform as well as a research center for the audience. To optimize the text-heavy structure and readability, multiple information modules are designed: color blocks, text cards, and headlines on splash images.

The website are targeted at audiences with smaller screens (non-widescreen user), and therefore responsive design on tablet and mobile view is an important extension to desktop version.