Frieze website design

Frieze is both the publisher of the long-running magazine on contemporary arts and culture and the organiser of the world’s leading annual contemporary arts fairs Frieze New York, Frieze London and Frieze Masters.

The Frieze web presence had grown organically with the organisation and was spread over multiple domains – one for each of the publications, fairs and projects. Frieze wanted to consolidate all their content in a single site, under a single brand identity.

What we did

Joining the project after an initial UX and wireframing phase, we collaborated closely with product owners at Frieze to define detailed requirements, prioritise features, develop the site and provide user experience support.

We built the new site using the Drupal 7 content management system. The collaborative approach meant we were able to ensure that the experience for content managers, including managing ad campaigns, events and a VIP area was as convenient as possible. This was essential given the large volume of content posted by editors each month.

We also made a plan for migrating content from the old domains which would preserve search engine visibility.

How it went

A phased launch saw the Frieze Academy section of the site roll out in time to publicise events in Winter 2015. The full site launched successfully in March 2016.

By rationalising content spread across 15 websites we were able to reduce 40 different content types down to just 10, dramatically simplifying the process of publishing new events, articles, blog posts and reviews. A bespoke ad delivery system allows site managers to easily set up new campaigns and track impressions/click-throughs via custom reports.

Viewing the new site as phase 0.1 of a longer term project – a solid base from which they can deliver their digital strategies – Frieze plan to continue augmenting it with additional functionality.

How this helps us on your project

We’ve built up considerable expertise in managing and migrating large portfolios of existing content. We can design new user journeys, content types and architectures which not only make your editorial content more readable and discoverable, but which optimise it to supporting key business goals.


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