Mutual Art, provider of the worlds leading online art information service, were looking to revitalise their digital platform – simplifying and improving the experience for their audiences, modernising the visual design, and capturing a greater breadth of data from their visitors.
Art on the Internet is a largely untouched industry. Yet the art world itself has an incredibly passionate, widely diverse community. That’s where Mutual Art comes in. But for the brand to be successful in it’s mission to be the most trusted expert authority on art, it needed to be able to connect directly with its niche audience of high net worth collectors and industry dealers.
We designed and built a digital presence that provides a trusted one-stop global information hub, focused towards the art acquisition and informational needs of the brand’s audience – collectors, dealers and advisors.
With user-centred design at the core, we ran workshops and interviews to build up a picture of the pain-points and roadblocks encountered by the brand’s users. This informed the basis of our UX strategy, blueprints and optimisation framework.
The UX and creative team then worked together to establish a streamlined site architecture that not only simplified the experience for users, but also introduced behavioural triggers to encourage visitors to submit their valuable data.
The Mutual Art offering is now clearly communicated in a more contemporary, current and appropriate style for the audience and their needs. An improved UI layer also helps to modernise and professionalise the brand.
We refreshed the Mutual Arts logo to visually align it with the brand’s values.
By establishing a typographic hierarchy we were able to refine fonts across all communications.
The new colour palette includes complimentary accent colours to reflect the brand’s personality.
The redesigned Mutual Art platform now supports a valuable cycle of higher engagement, data capture and targeting, whilst reinforcing Mutual Art’s brokerage activities. This means we’ve been able to provide a foundation on which the brand can continue to grow towards their goal of becoming the most trusted expert authority on art.