Shabarek Art
The Show Must Go On: Making Art Accessible in a Post Covid-19 Era
Challenge
Shabarek Art is a contemporary / abstract art brand created by Mohamad Shabarek, a Syrian-Lebanese Artist based in Lebanon. The client actually started building his brand during the COVID pandemic, he saw it as an opportunity to be positive and creative.
The client wanted to establish Shabarek as an esteemed and recognized art brand and ultimately he wanted to drive demand for the art and sales. That being said, he knew he was tackling a tricky market at an unstable time in Lebanon, and hence, the need to go global and ensure his art is accessible to those who value it around the world. We took on that challenge and focused on how the brand can expand and become demanded on an international level.
Intervention
The new vision revolves around building a solid image for Shabarek Art and creating brand awareness. We started out by conducting a workshop in order to decide, together with the client, what the brand foundation is going to be and that involved deliberating around the brand personality, values, and style in order to position it accordingly. We also presented different color palettes and visual identity for our teams of designers to create the new brand identity.
We also conducted insight-driven research of the trends and different case studies in order to reflect back on some lessons learned and what notions can be grasped, moving forward with Shabarek Art’s new branding.
Results
We positioned the brand as the only abstract artwork that offers thought-provoking collections to young couples & art collectors living in the MENA region looking to have their physical spaces, be it the home or the office standout with a piece of art that speaks to them.
Following through with the brand personality, we situated Shabarek Art as the “Lover” staying aligned with the client’s vision of intimacy, timelessness and dynamism. We also constructed the brand commitment matrix which involved a dissection of the brand’s customers’ identity, aims and mores along with the onlyness, purpose and values. We also created the brand tangibility where we elevated different Shabarek Art touchpoints including offerings, environment, communication and behavior. Certain examples included offerings like storytelling and art curation, marriage of the art worlds (fashion x art), and art stunts. For the environment, VR features to enhance the customer journey in choosing their art piece, branding the artist himself in terms of founder notes, packaging, business cards, etc.
The most important transformation beyond the identity was working on the brand touchpoint such as the packaging and labelling. We created a whole uplift of the brand including logo, the canvas box and cylindrical packaging, business card design, notebook design, and a creative packaging bag that would protect the art piece during fulfillment and dispatch of art piece to customer. The color palette the client went with was elegant and muted complementing back to the core brand identity. The typography was inspired by the artist’s signature “Mohamad Shabarek”, the logo itself is as if the artist is signing his paintings, leaving his own touch. The movement of the letterforms is also inspired by the dynamic and bold brush strokes presented in the artwork. We worked on an intimate unboxing experience where customers who cannot make it physically to the gallery will be able to undergo a similar experience online, ensuring consistency among brand touchpoints.
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