Launched in June 2012, Frame and Reference is a Contemporary Visual Arts Network South East initiative, designed to celebrate the art projects produced and exhibited by 18 of the leading arts organisations and venues in the south east of England.
We were asked to create a name and identity for the project and design and develop the website. The objective was to encourage collaborative work between its organisations and galleries, against a backdrop where networks offer potential for new ways of working.
What we delivered
This project was a lesson in balance. Given the number of organisations involved, we were careful to develop a platform that is greater than the sum of its parts: we didn’t want it to seem like a directory, or fragmented in any way. At the same time, website users had to be able to identify the individual organisations involved.
The name was inspired by and a twist on the phrase, ‘frame of reference’. Frame alluding to the gallery aspect and reference is exactly what the website is: a reference portal for south east contemporary arts.
The result is an online environment that allows creative partners to co-exist, share and promote their own and each other’s exhibitions and events in the hope of increased awareness and traffic. It is a visual arts magazine that explores the work of local organisations in an editorial format: a simple, clean and uncluttered site allowing each gallery an empty space to shout about itself.