Ahlam Gallery
Elevating Artistic Vision: Creating An Online Presence For a Staple in the Saudi Art Scene
Project Type
Digital Marketing
Challenge
Founded by Ahlam Alshedoukhy, a contemporary Saudi artist and avid art collector, Ahlam Gallery began as a small studio and turned into a muse-worthy space, and managed to establish a thriving community in which individuals and groups share their artistic growth and development.
Ahlam Gallery approached Blue Hat with a vision to become the leading art destination in Riyadh and the kingdom, elevate the standards, and become a pioneer in the local art scene by offering a community to art lovers locally and internationally.
Intervention
Our team started by creating a Digital Communication Toolkit that will allow the designers to create a visual presence that aligns with the founder’s vision. The challenge here was to create the content but to find a way to highlight the pieces of art and not overpower them through the design.
We started by defining the target audience and creating a digital channels map, and communication themes. Following that we created a visual identity that resonates with the brands’ ethos and allows space for the offerings to be the center of attention.
Results
To shift the focus to the artwork rather than the design of the content, we chose a soft and neutral base with grays and a concrete texture to represent structure and strength. However, to break the rigidity of this color selection we added stripes to reflect movement and the smooth feeling of a brush stroke while sticking to the three primary colors: red, blue, and yellow.
The result was a coherent, visually interesting grid that solidifies Ahlam Gallery as the prestigious art destination it is, while still depicting a hint of creativity in the content.
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