Case Study: Pentagram elevates its digital archive and website with AREA 17

Pentagram unifies 23 partners and 50 years of archives with Area17

The customer, Pentagram, is a premier design collective comprised of 23 partners. Their challenge was to create a unified digital expression for their ever-expanding portfolio while supporting the autonomy of each partner. They partnered with the vendor AREA 17 to redesign their website and build a scalable technical foundation.

AREA 17 replatformed the site using their open-source Twill CMS and developed a bespoke digital asset management (DAM) system. A key innovation was an AI-powered search experience called Archive, which uses image recognition and natural language processing to make decades of work intuitively discoverable. This solution streamlined asset management and transformed the homepage into a dynamic entry point, successfully clarifying how independent projects contribute to Pentagram's collective identity.

Pentagram