As with a lot of artists, people often recognized Frank Stella's work without knowing exactly why—even the most ubiquitous images are often stripped of context.
We created a digital publication that answered a single question: Why should I care about Frank Stella?
02 — Creative process
As with most content projects at art museums, this one started with the curators. The goal was to collect the right information, backed by authority and expertise. Then we had to make people actually want to read it.
Frank Stella was a living artist which offered both opportunities and challenges; he would need to sign off, personally, on the content we produced. We worked with archivists, lawyers and others to gather assets, and with designers to build a site.
The result focused on irresistible stories. Then, once people were in the door, they needed to see what happened next.