“A big thank you to the Bozboz team for getting us over the line to launch. We've come a very long way in a short time and the site is delivering on our original expectations (and exceeding them too!). We are all looking forward to continuing to work together to create an online experience that's as successful as the gallery.”
About Enter Gallery
For over 25 years, Art Republic has been one of the UK's most trusted and accessible art retailers. Based in the heart of Brighton’s colourful North Laine, this commercial gallery is renowned for specialising in original and limited edition modern art. Importantly, the collections are all passionately curated by a team of experienced art lovers based in the city.
After parting ways with Art Republic online, it was time to rebrand this iconic Brighton institution and create a world-class, fully integrated ecommerce system.
Unlike many other galleries, notorious for being elitist and intimidating, the (artist formerly known as) Art Republic had always strived to create an experience that was both welcoming and accessible. Together, their team shared the ethos that “art is for everyone”; this is one thing that would never change.
We needed an exciting proposition to welcome a whole new generation of enthusiasts and newbies into the art world - both off and online. Enter the new kid.
Bringing in channel owners from all areas of the business, we approached this project in five stages:
Brand audit: detailed analysis of the competitive landscape, customer personas and empathy mapping.
Tone of voice and proposition workshops: defining the brand story, character archetype, unique value proposition and, most importantly, the name.
Visual identity: using our findings from the brand audit and proposition workshop to create the brand’s visual language, e.g. logo, wordmark and fonts.
Website discovery: comprehensive fact-finding mission, ensuring no stone was left unturned in terms of website functionality, performance, UX and third party integrations.
Website development and delivery: replacing legacy systems, siloed data structures and inefficient processes with cloud based, mobile first and state-of-the-art infrastructure.
“Ever since the lightbulb went on that first symbolic thought, we’ve endeavoured to express ourselves. As sentient beings, a need to create and appreciate art is second nature to us. But things changed. And over the years, art has become something exclusive - something elite. For many, a trip to the gallery is an exercise in intimidation; expressing a “wrong” opinion feels as costly as the piece in question. Well, not anymore. It’s time to slay snobbery - to chip off that coat of pretentious paint. Because that period of art elitism is extinct. Let the era of curiosity commence.”
Enter Gallery, Overcoming the Monster narrative.
What we delivered
We finished this exciting project by giving the team at Enter Gallery a brand new set of assets:
Name and proposition: a complete brand overhaul and re-name, steered by stakeholder workshops, competitor research and market position analysis. Enter Gallery: offering contemporary artwork for modern minds. Essentially, less intimidation and more inspiration.
Comprehensive brand book: logos, fonts and comprehensive tone of voice guidelines to help their staff live and breathe the new brand.
Fully integrated ecommerce platform: consolidation of multiple legacy systems and integration of cloud-based systems from EPOS to ecommerce and CRM. The team migrated tens of thousands of customers between systems with forensic attention to detail. We then implemented a fully mapped CRM solution, complete with marketing automation; this included everything from email to social scheduling.
Enter is now equipped with a comprehensive brand book, visual assets and tone of voice guidelines. They’ve also received a highly technical migration from two legacy CRM systems to a cloud-based, scalable CRM and ecommerce solution. Importantly, Enter's website is future-proofed; it was built user and mobile first. Importantly, huge cost, time and resource savings can now be invested in growing the business.
“For artists, we’ve created a place where expression comes before convention. And for the public? A spellbinding escape from the day-to-day. Nostalgic adults can once again feel that uninhibited desire to create. Because we believe that art is transformative, it grows with you. But it outlives us too. That’s why we’re creating a space to enjoy it whilst we’re here. What’s the one thing we have in common? We can all get lost in our imagination. In fact, we should do it more often. Because art isn’t for the elite - it never was. Contemporary art deserves a modern outlook.”
Enter Gallery, The magician archetype.
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