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About This Project
Summary
Athletics partnered with the New Museum to redesign their website, enhancing immersion, exploration, and community. For nearly five decades, the New Museum has led in art, technology, and culture. To reach new audiences seeking approachable art experiences, the redesign adopts a warm, communal tone, deepens exhibition storytelling, emphasizes live events, and creates fresh context at every turn, offering an engaging digital platform that invites discovery and connection.
Goals & Objectives
The goal was to create a unified digital presence that engages both target audiences and artists, enhancing brand awareness as a cultural leader at the intersection of art and technology.
Results & Impact
The website is fairly new, so it’s early to tell the long-term impacts. However, the New Museum’s website already feels fresher and more dynamic. We hope it will elevate artists' voices more effectively and engage both established audiences while also inviting new ones.
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