Working in collaboration with the show’s communications team, Create & Associates embarked on a creative journey to develop a new logo and modern state of the art website that conveyed the vitality and history of the famed art show, while keeping it accessible and welcoming to anyone who takes joy in the arts.
At first, prior to the pandemic, Create unveiled a modern, bright and colorful logo that marked a clear evolution of the show’s tree icon, punctuated with a bold, custom-design wordmark. This refreshed visual identity provided the look of the new website, as well as for the marketing materials, social media and outdoor signage.
The layout and functionality of the website was derived from considerable research into the websites of premiere national museums and prominent art shows from around the world. Its original purpose: to establish an inviting environment for site visitors to introduce themselves to the show and the participating artists’ work.
But things changed with the advent of COVID. Faced with the realities of the virus, and the cancelation of the September 2020 show, the website evolved from a 30 page website to a 200+ page immersive experience that included E-commerce functionality.
For the first time, each artist is featured individually on their own page, with a direct link to that artist’s own website. In this way, the website carries out the underlying philosophy of the Armonk Outdoor Art Show
, which is to encourage an ongoing level of engagement and connection between the artists and their admirers. This is particularly essential in a time when artists are struggling, the show has been cancelled and the organization is deeply focused on developing a connection between the audience and artists ¬– in order to inspire awareness, interest and direct purchase.
Now that the organization is equipped with such a robust and interactive e-commerce site, the Armonk Outdoor Art Show hopes to generate interest and donations through its website and social media to support its long-time cause: the continued growth and improvement of the North Castle Library.