Our New Website for F+J Connects Creatives Creatively

MSLK just launched a robust new website for artist reps, Friend + Johnson. We re-thought their entire online presence from the ground up to better connect with a younger generation of art directors. Read more to learn about our four step process in detail.

Established artist representative agency, Friend + Johnson, came to MSLK to refresh their online presence, rethink their website experience and revitalize their digital outreach tools. All three goals needed to work together to better connect with a younger generation of art directors. Their existing flash site was not searchable online and lacked a distinctive brand voice. Additionally, their old platform did not allow them to send targeted, branded emailers.

Building upon our existing social media plan and organic SEO strategies, we recommended that F+J move their existing site to a new platform that would allow their site to be searchable and user friendly. Not only would the new platform control the website, but would be a way to manage their entire database of customers and artist imagery in one environment. This would allow F+J to send highly targeted branded emailers, campaigns and portfolios based on customer interest and engagement. Most importantly, we decided to cast F+J as a fresh, robust agency by having a feed of new work and blog stories on the homepage. For the artist portfolio pages, we employed our pre-established methods for portfolio sites catering to 3 different users, those that click on thumbnails, those that click on big images and those that advance linearly.

We created a bold, modern logo that sits on a brightly colored band, establishing a strong header treatment and consistent voice across the site. Having already created their tagline, “Connecting Creatives Creatively”, we now brought it to life with animation. Large, scalable images dominate the artist portfolio pages, making it optimal for very large monitors while also working on tablets and smart phones. Additionally, the site makes an economical use of space while providing a fluid experience through the use of dynamic drawers that open to reveal sub-navigation, thumbnails, and artist bios.

Upon its initial launch, the website reinvigorated buzz around the agency, helping F+J maintain strong relationships with art directors as well as generate new leads. The site’s scalablity, ease of use across all devices, and powerful SEO and social features will accommodate F+J’s needs well into the future as they expand and add new artists to their roster.


Logo and Tagline

Website Portfolio Pages


Branded Newsletter

Individual Artist Emailer

Thematic Campaign Emailer