Grounds for Sculpture

Outdoor Sculpture Garden

Service Highlighted:
Website + Application Development

Grounds for Sculpture Web Redesign and Development Drives In-Person Visitors

Amplify revamps Grounds for Sculpture’s digital presence to increase physical traffic and update the GFS brand

Grounds for Sculpture (GFS), an Amplify client since 2012, recently wanted a redesigned website featuring interactive, functional features for easier management, improved usability and updated branding. A historical site and outdoor sculpture garden in New Jersey, “where art and nature are always at play,” the goal of the new web presence and functionality was to bring more physical visitors to our client’s location from digital channels.


The project required a complete rethinking of how our client reached New Jersey and New York residents. The site’s functionality, both from a user experience and an administrative standpoint, had to be seamless. They had a highly nuanced brand with a mission of furthering the impact and understanding of contemporary sculptures. They wanted the website to replicate the experience of walking through their gardens to maximize its impact. Communicating their brand, mission and desired user experience in web design and content was the primary method for promoting their business.


We sat down with leadership and marketing personnel to determine the scope, goals and general ideas for the web design and development project. This kick-off meeting aligned our direction with our client’s vision, and helped define how some of the usability functions should be built from a development standpoint.

Armed with this knowledge, development work began on a new art catalog with dynamic search features and an administrative panel for in-house editing. The art catalog and search features allowed users to quickly and easily find specific artwork on the site. This improved the overall experience for users while allowing our client to more easily promote upcoming and formerly featured exhibitions. The administrative panel gave them the control to update their own site with new content and imagery. This way, the site always reflected the latest information, and contained all the artists, projects and galleries that users wanted to see.

With the functionality in place, web content and design were created to accurately reflect our client’s brand, based off of information from the kick-off meeting, and provide the desired user experience. This front-end development was complimented by search engine optimization (SEO), so that in addition to usability improvements, overall site traffic would increase to amplify results.


Our client received a fully functional, optimized website with major usability and user experience improvements. These enhancements led directly to a revamped digital presence and increased foot traffic for the New Jersey location.

In the end, the website accurately communicated our client’s nuanced brand through a sleek, modern design that showcased their featured artwork. Usability improvements helped create a stunning, streamlined experience, just like the in-person experience at GFS.

We continue to work with GFS on web design and development projects. This collaboration ensures our client always has a site that reflects their brand and experience to drive more physical visitors.

AIMG has completely revolutionized our online presence. They developed our "new" website, which just had its first birthday. In the one year that it’s been live, we have seen HUGE increases in our online visitation, in user engagement, and in page views. They were able to connect two different databases to our website, which means that not only are we able to sell programs online, we are also able to offer guests access to a robust and beautifully presented catalog of artwork. Joe and his team are attentive to every detail; their turnaround is fast, they are always responsive, and perhaps most valuable of all is the high level of expertise that they possess. I know that when I throw an idea Joe's way, he will be able to counsel me, using his years of experience and the knowledge he possesses to keep me on track. They are cost-conscious, and always work to help us meet our bottom line without breaking the bank. Although Joe and his team operate at a high level, they speak in language that makes it accessible. I highly recommend AIMG for site development, maintenance, consultation and brainstorming, and social media management/campaign development.

- Coby Green-Rifkin, Director of Marketing,

Request a Consultation

Services Provided

  • Strategy + Buyer Persona Development
  • Web + Application Development
  • Business Development Consulting
  • Support, Maintenance + Consulting