Client: The Foster Art and Wilderness Foundation
StudioSaal: Co-Creative Direction / oversight
Non-Affiliated: Co-Creative Direction, Art Direction, Design, Project Management
Axolotl Interactive: Web Development
The Foster Art and Wilderness Foundation was started in 2014 with the goal of uniting the watercolor journeys of artist-explorer Tony Foster in powerful exhibitions that inspire people to connect with our environment and experience the wilderness. These exhibitions, along with supplementary materials, are available for loan to museums and other public venues at no charge.
With such a powerful and novel approach to art and wilderness conservation, we were faced with the task of creating a digital environment that would showcase the impact of Tony’s work and connect with visitors on an emotional level. We had to communicate the transformative power of his work and the importance that the environment plays on his inspiration.
We also needed to address the importance of the foundation and communicate its core values and gain interest from museums and cultural venues.
We used the Productive Thinking framework for structuring our approach.
The framework was organized as such:
• establish criteria for success
• ask questions that need to be answered,
• formulate solutions,
• refine the solutions, select the best
• identify and recruit the necessary resources for executing the strategy
We developed a creative brief that outlined this framework and listed our findings, as well as a proposed direction, along with observations and next steps.
We then created a project canvas which identified our audience and their needs as well as the brand messaging for the foundation. We conducted a brand messaging exercise that developed the language and direction for the site. We organized the site structure, developed wireframes and blueprints, and then worked on hi-fidelity mockups.
We then set about creating the final designs and then working with Axolotl on the development.
The site was a tremendous honor to work on and provided all of us with a rich and rewarding experience. When we have the chance to combine what we love doing with a very altruistic cause that’s bigger than us, we feel thankful for the privilege of serving in that capacity.