Logo / Branding / Visual Identity
Brand positioning for a painting e-commerce site
VISUAL IDENTITY > PICTULA
CHALLENGE
Develop the Pictula brand strategy, defining its essence,
Its values and attributes are positioned in the international market for buying and selling paintings and works of art, and it defines effective and proprietary communication (visual elements and voice) with its supplier audience (artists) and buyer audience (end customer). Finally, it develops solutions that support brand communication both online and offline and enhances its presence on social media.
SECTOR : HOME AND DECORATION E-COMMERCE
Client: Pictula
Creation: Bianca Grassetti
SOLUTION
Based on the company's mission ( to democratize art, making the market accessible to all ), scenario analysis, and mapping of Pictula's characteristics, I was able to define its essence, positioning, and distinguishing attributes . Light, simple, creative, optimistic, elegant, and uncomplicated were the key words that defined the path to creating the logo and visual identity system. And, as a brand signature, Art, as you wish.
LOGO CONCEPT
With the guidelines defined in the In the previous stages, the logo was developed. Based on the values and positioning, the result is a loose and dynamic design that emphasizes the aspects of art, lightness, and creativity. The inspiration comes from the round shapes of a camera lens or the democratic arrangement of the seats in the English Parliament. A canvas being unrolled, a loose brushstroke, a circular labyrinth, giving space to artistic experimentation.
Close, accessible and democratic
The Pictula brand's signature is Proximity —the tone of intimacy achieved by establishing a connection between the artist and their audience, and between the art and those interested in it. Paths > Artist's point of view. Client's point of view and voice. In communications: photos of artists at work, and clients' homes with Pictula paintings.
To be authentic, explore the use of natural photos, "homemade" images, and snapshots of artists at work. Build a bridge between the artist and their audience whenever possible. Strengthen this relationship through communication.
Pictula Manifesto
We are changing the way we deliver art.
We don't select the artists, they select us.
We do not select your fans.
They select us.
We believe that art is for everyone. It is created everywhere in the world, by famous and infamous artists alike.
We believe that art lovers need to have simple and uncomplicated access to it.
We believe that those who produce art should reach their audience, wherever they are.
We believe that art can help us understand life more deeply. That artists, whether painters, sculptors, or photographers, are passionate and dreamy beings. And that, through their dreams, we access the world and dream our own dreams.
Our products meet the highest international printing and finishing standards. We work with the best suppliers because we believe that quality and artistry must go hand in hand.
For us, democratizing art is a way of making the world a better place.
“It is about their
passion and yours.
And how we can
deliver it to you”