Responses by Steph Davidson, content manager, Format

Background: By re-contextualizing classical figures like Vincent van Gogh, Hokusai and Helen of Troy, we’re fostering the idea that sharing work is central to the creative process. Whether work is new or old, it is imperative that creators share in order to learn, grow, inspire—and create more. Format Classics, created by portfolio platform Format, is an integrated campaign, including a main landing page, historical figures’s portfolios and a social media contest.

Highlights: The campaign’s concept of making old work new again is echoed in the design decisions. On the landing page, the artwork is teased as a way to hint at the figures without showing them completely. Since much of the work is familiar, we chose to frame the work differently. The portfolios themselves showcase each figure both visually and through the copy. Van Gogh’s vibrant work contrasts his dry wit, Hokusai takes his role as a creator very seriously and Helen merges the worlds of high fashion and high followers as a supermodel-meets-Instamodel.

Favorite details: The small details that personalize the portfolios. For van Gogh, the Iris theme is very rectalinear, so we used his signature as the wordmark similar to the way he might sign one of his paintings to make sure his personality is felt throughout the site. In Helen’s case, her personality shines through her Instagram account @helen_of_format. Hokusai’s journal includes how he felt about himself as an artist in his own words.

Technical features: The portfolios were created solely using Format as a way to showcase old work in a fresh way. Each portfolio uses a different theme, as well as highlighting Format features like Galleries, Store, Blog and Instagram integration.