Art Collection

Developed identity and digital presence for a new business within Serena & Lily. Digital channel was designed as an experiment for new, more-simplified UI/UX. 

The challenge

Serena & Lily wanted to add value to their core business (bedding and home accessories) while also connecting more deeply with customers by adding a new channel: selling curated art. The desire was to gain trust and provide an emotional benefit to those who were interested in collecting and decorating with art as part of their lives.

Top user barriers

1. Picking or choosing art is a complicated and emotional decision-making process since it's related to personal aesthetics and self-expression.
2. Most people aren’t comfortable or confident in how to shop for the right piece of art for their space.
3. In a strictly digital experience, there’s no physical connection between customers and artists.

Top business concerns

1. How to become a “trusted advisor” in selling art.
2. Create a completely unique experience from the core site while maintaining brand cohesion.

The solution

My team and I started early-on with visual inspiration to guide the identity creation and determine a name for the channel. We then designed the logo and built a full-blown site to address the customer's needs. As part of the overall experience, we also created a space for artists to tell their story, so users could have that emotional connection to help them in the decision-making process. 

Inspiration

Logo and brand exploration

Product page

Additional work