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Nesnadny + Schwartz was asked to design a website for FRONT, a new multi-venue program of contemporary art that will take place in Cleveland every three years. Encompassing museum exhibitions and unique sites spread across the city, FRONT will provide an expansive stage for local, national, and international artists to create and share new work that is inspired by and engaged with the most important social, political, and cultural issues of our time. The FRONT website will serve as a hub for all things relating to the FRONT exhibition, including news, events, exhibit locations, artist biographies, and donation information.
To reinforce FRONT’s ambition of working with today’s cutting edge contemporary artists, we felt the website should have the same visual appeal as the innovative art that will be featured on the site without overpowering it. We used a small selection of photography which concentrated on unexpected areas of Cleveland where art may be installed. The gritty and empty nature of these images served as a metaphoric canvas waiting to be transformed by FRONT’s artists. In leu of additional photographs we chose to emphasize FRONT’s forward looking mission through the use of a bold and vibrant color palette.
The site has received favorable reviews by Cleveland’s contemporary art community and the press, and served to raise public and media awareness regarding FRONT’s mission and goals, and the positive effects the exhibition will have on the city and its reputation.