Alexandra’s art gallery is located in an elegant, generous, lively and modern setting in central Bucharest, the capital and the largest city of Romania, in a historic building which is a work of art itself.
Apart from the works exhibited inside, the gallery was designed with a lot of passion and dedication, solid knowledge of art and design, which contributed to creating a vibrant environment where art has full freedom of expression.
Only one thing was missing from the picture. A fascinating brand to help the gallery stand out from the crowd, in Bucharest’s competitive market of art galleries. That was the beginning of a beautiful friendship between Alexandra’s and 3Faces.
They needed a brand, we’ve built a brand and in that process a strong partnership, which is now stronger than ever.
Brand positioning. After conducting a thorough market analysis and taking a closer look at each art gallery’s positioning strategy, it became obvious we need to shift the focus from what an usual art gallery has to offer to something different, something that stands out.
A story that will get people’s attention and make a connection with the art buyer on a deeper, emotional level.
We identified a big potential in segmenting the fine arts markets from Romania by consumer emotional motivations, the relationship between the art buyer and the painting.
Furthermore, we found that one of people’s biggest fears when investing in art is they are not 100% sure they buy an original or a reproduction.
The Romanian art market is not young and the laws and regulations were only recently introduced (after the revolution of 1989). They need someone trustworthy to buy from and with a strong background in the Romanian art history.
Given the strategic insights we found, we developed two dimensions of brand communication strategy:
- The connoisseur, in order to build trust the gallery has to position itself as a connoisseur, as a specialist with a strong background in fine arts;
- The fascinating storyteller that create an emotional connection between the buyer and the painting.
We’ve created a brand positioning statement that differentiates the gallery in a memorable and captivating way around the brand mantra: “Histories in a frame”. They don’t sell just paintings, they also sell a fascinating story for each painting, a story that bring together the buyer and the painter or the painting, creating an emotional connection.
Telling a brand story
We developed a story of a mysterious lady, Alexandra. The name lies behind the character who gave the name of the gallery. A great art lover and supporter at the beginning of the 19th century, a muse for the artists of that time and an eternal enigma for those whom she supported and guided in deciphering their own artistic style.
The history of Alexandra is a starting point and a premise for each painting or painter history. Alexandra’s history has the role of broadening the richness and authenticity of all the stories waiting to be told.
The name Alexandra’s was selected after an in-depth process of identifying a typical Romanian name but memorable across all languages. The “s” suffix was added in order to express the brand essence: it’s all about Alexandra’s stories and paintings.
The visual identity central piece, the logo, was designed to reflect the brand story. The symbol’s goal is to link the gallery’s name – Alexandra’s – with the stories the audience will hear when they engage with the brand.
We developed a visual language to highlight the brand’s visual identity onto a series of brand collaterals: business cards, envelopes, certificates of authenticity, folders, letterheads. We also paid special attention when we created the signage and the brand materials within the gallery.
UX & UI design
We built a digital platform with the main objectives in mind: to tell the brand story and to present the paintings to the gallery’s potential buyers in a memorable and easy way.
We’ve started by defining a strong information architectural scheme and a series of user-flows in order to create an effortless user experience. By putting together the stories and the paintings we’ve engaged the users with the brand creating a memorable digital experience.
The photo-shoot we did of the paintings, together with the beautiful layouts and the stories we’ve written provided a high quality website interface, ready to mirror the gallery mood into the online medium.
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