70. ARNOLD WORLDWIDE
As big fans of Eero Saarinen in general and his Gateway Arch in particular, art director Mark Halski and copywriter Brad Fels set out to do something they thought he might approve of—“something beautiful in its own right,” Fels says, “which also communicates powerfully.”

Arnold Worldwide had the plum assignment of creating a website to celebrate the Gateway Arch and to promote Arch Fund, a nonprofit group providing the educational component of the Arch experience to visitors.

“The client wanted something that captured the beauty and grandeur of the Arch,” Fels says. The other goal was to bring the Arch Fund into the public awareness—both aspects, Halski emphasizes, for which credit must be given to Arnold Worldwide’s creative partners at Atomicdust. “They really brought our photography to life,” he says, “and made the website a pleasure to wander around in.” Fels says that the collective personality of the design team is well represented in the minimalist yet playful style of the site, a site truly worthy of the great monument itself.

“Since Saarinen didn’t live long enough to even see his Arch completed,” he says, “we’ll never know what he might have thought of the website he inspired.” Dana Rouse