Supporting Expansive Narratives: Redesigning the Terra Foundation for American Art Website

Terra homepage, above the fold

The Terra Foundation for American Art supports exhibitions, projects, academic research, and publications related to American art worldwide. In 2024, we launched a comprehensive refresh of the Foundation’s visual identity. Our primary focus was to create a sophisticated digital experience using a custom WordPress theme, built from the ground up with precise HTML and CSS. We also developed a backend content management system using custom post types and Advanced Custom Fields that empowers the communications team with extensive customization options.

Layout showing 22 variations of the card component
Image/shape variations of the card component

The customization options available to the team include ten color palettes with two styles each, 15 fallback image patterns, and randomized share sheets featuring ten rotating images. This approach ensures that the Foundation’s digital presence reflects its commitment to supporting diverse narratives in American art.

Credits

For Spellerberg Associates: Digital Strategy, WordPress Development, Front-End Development by Marty Spellerberg. Additional development by Heather Sansone and Trenisha Goslee.

For the Terra Foundation for American Art: Project leadership by Jessica Warchall. Additional contribution by Taylor L. Poulin.

Design by Field of Practice.

Posted October 2025