Art for all

Enter Gallery


Web Design, Web Development, Shopify, Brand Design, Tone of Voice, Brand Strategy

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.

The Challenge

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.

Our Approach

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.

The Outcome

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.

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