Creative digital media agency DMG has announced its latest client win, a six-year project with the Art Gallery of New South Wales (AGNSW), Carriageworks and the Museum of Contemporary Art Australia (MCA) to develop the digital presence for the exhibition The National: New Australian Art.

Brooke Carson-Ewart, head of digital engagement for the AGNSW, said: “DMG were our choice from three agencies to take on the visual design for The National website, working closely with the AGNSW and MCA digital teams.

“There was a limited time frame for the project, from which we were impressed with the flexibility within the time constraints to deliver.

“We chose to work with DMG because right from the proposal stage it felt like more than just a typical client agency relationship. The initial and final concepts that were produced were contemporary, elegant and intuitive, showing a good understanding of the brief.”

The single-largest collaboration to date between all three cultural institutions required a website that had flexibility as well as longevity. This project, led by DMG, encompassed the development of strategy, creation of the overarching digital experience, user interface development and the front-end website development.

The exhibition will take place over a six-year period, with three editions, connecting three of Sydney city’s key cultural precincts: The Domain, Redfern and Circular Quay. The National exhibition website will engage the audience both online and offline.

DMG designed the web platform for The National to cater for all audiences, including those with special needs, video and audio content will be accompanied with transcripts, Auslan and captions.

Joe Purves, founder and creative director of DMG, said: “One of the core areas we needed to consider for this project was the longevity of the exhibition.

“There was a great deal of strategy that went into the future-proofing of this website in order to ensure both the design and technology remain relevant over the course of the six-year period The National will be running, with the content to be easily interchangeable.”

 

AGNSW joins a stable of clients including Woolworths, Virgin, Google and Westfield, Telstra and Citibank.