New Art Love
In the words of copywriter Dave Demerjian, “New Art Love pushes through the elitism and exclusivity associated with today’s art market and offers new opportunities for users to discover, access, and connect with art and artists they love."
The first half of the day was spent in open converstion with New Art Love’s founders, Liora Beer (above right) and Kelly Sherman (above left) determining their vision. We heard their story and created challenging questions, going so far as to play out several strategy and product scenarios. We continually brought the conversation back to their core values, and in so doing codified their vision: “how can we bring artists and art lovers closer together?” Then we started making answers.
The final name—New Art Love—is based on several factors:
- To most accurately reflect the organization’s promise of a completely new paradigm for the interaction between artists and art lovers, the name should feel as though it owes nothing to history.
- Since the organization is early in its development, the name should feel very open to interpretation.
- As the organization is made up of several reconfigurable memes (newness, the arts, and a sense of passion), it should itself feel reconfigurable, non-linear, and unfixed.
The full pitch, included below, maps out the key concepts we uncovered and gives Liora and Kelly a set of word tools to sell and measure their concept with audiences and potential partners:
Where’s the love?
Artists thrive when they find a market for the work they create. Fans become collectors when given access to art and artists that matter to them. But the current systems for promoting and selling fine art are exclusionary and intimidating—they discourage the types of interactions that create true connections between artists and art lovers.
New Art Love is an online platform that allows artists and art lovers to reach one another in new ways. It brings social engagement to high quality contemporary art—allowing users to post, share, and comment on art, create collections, and find local artists, galleries, and shows. It combines the online gallery capabilities of Etsy, the recommendation engine of Pandora, and customization features of Pinterest. New Art Love builds strong authentic communities between artists and art lovers, both online and off. The platform allows fine artists to increase their visibility, build their fan base, and grow their sales. For aspiring collectors, New Art Love pushes through the elitism and exclusivity associated with today’s art market, and offers new opportunities for users to discover, access, and connect with art and artists they love.
Artists need art lovers, and art lovers need access to exceptional art. New Art Love makes the introduction, and starts the conversation.
The visual identity proved a unique challenge in that, at this stage, New Art Love is really focusing on its vision and listening to its audience to determine what it must become. We knew we had to weave in this element of contribution somehow. We arrived at solution designed around abject flexibility, a mark made up the four alpha-numeric characters +!<3 where the plus sign indicates newness, the exclamation point art (as all art makes an important statement), and the last two characters a heart, a convention often used in text-only conversations.
The openness and obvious nod to a new generation combine to give this logo a sensibility that echoes the name: nothing owed to history, open to interpretation, and abjectly user-generated.
A month later, New Art Love launched a location-based app (above) in conjunction with South End Open Studios.