Online Strategy

Challenge

This deeply respected arts organization, dedicated to advancing fine art photography, wanted to engage new audiences and build a broader awareness of its mission and work. Despite its strong program of lectures and exhibitions — and its well-known magazine and books — Aperture knew the Web was the key to expanding both audience and offerings. How, then, could it exploit the Web to its maximum benefit? How could it turn a promotional and eCommerce website into a vibrant, interactive exhibition channel?

Solution

Our interaction team mapped out a strategy that envisioned something entirely new — an engaging, multifaceted destination that was as much a core offering as books and exhibits. Our vision was not just to promote Aperture, but to create a site that became Aperture — a living online reference center for those studying photography's masters, and a laboratory and meeting place for emerging artists, students, patrons, curators and collectors.

Results

For Aperture, our work has clarified what the foundation must do over time on the Web. Our strategic plan has given it a new way to think about using its site: not as a place that is about art, but as a channel that is art.