Brand Identity, Website
Fine Art
When we, as museum-goers and art fiends, sat down with The Art Collective, we discovered the behind-the-scenes wold of art logistics, storage, and maintenance.
Experienced in all things art, The Art Collective not only wanted to provide reliable and professional fine art services but also an all-around full-service experience for every client. They wanted their brand to reflect their professionalism and reliability across all mediums.
We begin each process by talking with the client and nailing down their brand image in their head. We ask what audiences they want to appeal to and what messages they want to portray to the general public.
Our first creative step is using our meeting notes to compile a visual and conceptual mood board. We then collectively discuss, distill, and organize our ideas into a presentation for our client.
We create several approaches to propose to and discuss with the client. Once everyone shares the same vision, we refine, refine, and for good measure, refine once more!
Introducing The Underline. We incorporated this design element into the logo to allow personalization on behalf of The Art Collective.
Considering TAC incorporates almost all parts of the fine art business, primarily representing artists and collectors alike, we wanted The Underline to represent the connection between the two.
Not as easy as you think. We wanted to choose the perfect typeface that is bold, but not too weird. We tested numerous sans-serif fonts and made adjustments to see which works best for this brand.
The two colors on the left? Not the same color. When creating branding for The Art Collective, we wanted to make it punchy! We wanted it bold, but not distractingly so. A quick and often overlooked solution is to tone down the intensity of black; a black that is a few shades lighter than True Black is easier on the eyes.
Once we secured the art+visual direction, we ensured the brand, as a whole, was consistent and balanced.
We ended up with a bold, upfront, and striking typographic logo
As problem-solvers, we understand the importance of highlighting the process. It helps remind everyone that good and effective work is the result of thoughtful and deliberate actions.
We don't create for our clients—we create for our clients' clients. In this case, we walked in the shoes of the artist whom The Art Collective will represent. By illustrating the creative process of artist Phillip K. Smith III, we've unveiled intrinsic value in his works that many would otherwise overlook.
The Art Collective did not want their artist profile pages to be the impersonal bulleted lists of accomplishments, which has become the norm. Instead, TAC wanted each artist profile to be an experience that connects the visitor with the artist.
To help The Art Collective save time on securing consultations, we developed an online scheduling system that syncs with their work calendars.
Considering most users view websites on their phones, we first designed it in mobile and then scaled to larger devices once we'd secured the look and feel.
Appointments can be scheduled directly through the website, not requiring the visitor to write an email or make a phone call. It couldn't be easier.
We set out to create something functional, beautiful, and easily translatable to the art world. We succeeded in this, developing The Art Collective into a brand that is bold and direct without overshadowing the art and artists they represent.
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