Artfinder, the art marketplace, today reveals a new brand, designed by DesignStudio - the agency who worked with Airbnb and the Premier League on their recent rebrands.
DesignStudio crafted the proposition ‘Making Art Work,’ which describes how Artfinder is rebalancing and opening up the art world – making it accessible to all. For customers Artfinder is making owning art a choice for everyone, while ensuring artists can make a viable career from their talents.
Jonas Almgren, CEO. Artfinder’s story:
“Three years ago, we launched Artfinder with just 14 artists, a small team and a big dream.
We knew that the art world wasn’t fair, or sustainable, especially for the eight million independent artists around the world who couldn’t make a living from their art. And we also knew that the world is full of people who value original, handmade stuff - and who probably didn’t know they could afford original art.
Fast forward three years, six offices, a terrifying amount of take out and a lot of hard work, we now have 8,000 artists in 108 countries, offering over 250,000 original artworks - all for sale from as little as the cost of above-mentioned take out.
We’ve grown so quickly that we’ve barely had chance to step back and think about the essence of what makes us different, but it’s really that we believe in community - in a real community of artists and art lovers. And it’s our role in bringing together both sides of that community which our new visual identity, designed by the brilliant DesignStudio, is all about.”
Borne from the classic circular stickers that signify that a piece of art’s been bought, Artfinder’s Dot reinterprets the language of the traditional art world. Without a fixed position, it overlaps imagery, colour blocks and text, while constantly scaling, cropping and flexing – the Dot can be expressive to the point of being intrusive.
With the new brand, Artfinder now has the purpose, voice, platform and tools to accelerate growth and expand its appeal to a greater audience. Artfinder is changing perceptions of the art world and giving the power back to the people.
From the gallery to the guest room
The new tone of voice enables Artfinder to communicate effectively to all of its audiences. Artfinder now has the ability to speak confidently, clearly and creatively about the incredible work that features on its website. We defined a simple and bold copy mechanic, allowing confident statements to cut through the noise of traditional online marketplaces.
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