From Glossom to Arthewall
As a fractional design lead, my journey with Arthewall began during my freelance tenure at Glossom. Initially tasked with conceptualizing an innovative app to monetize their artist base, I swiftly transitioned into the role of creative and strategic leader driving the company’s evolution. Arthewall emerged as a specialized marketplace offering art advice tailored for interior designers, architects, and art enthusiasts looking to enhance their spaces with curated artworks. This evolution marked a significant transformation from Glossom, originally designed as a platform for creatives to showcase their work, now privately funded and dedicated to enriching environments with art.
Your spaces are a mirror of you. How would you introduce yourself to people? Naked or with your best dress? Dress up your walls like you would dress up yourself, using care and personality.
Fausto Brindani, CEO Arthewall
Crafting personalized art experiences
Arthewall’s vision aimed to redefine the intersection of art and interior design, offering not just individual artworks but also themed collections meticulously curated for diverse spaces. Central to our approach was a personalized service model, crafting bespoke interior decoration projects that aligned precisely with each client’s aesthetic vision. Our goal was to inspire and elevate spaces with original art while forging collaborative partnerships with industry professionals to reimagine the art of spatial adornment.
Integrating creative strategy and branding
Throughout the project, I orchestrated a strategic pivot from Glossom’s social network roots to Arthewall’s dynamic e-commerce platform. This transformation focused on showcasing emerging artists while adapting to evolving business strategies. As the creative lead, I spearheaded the development of comprehensive branding strategies, UX/UI designs, and visual aesthetics that unified our online presence. Collaborating closely with editorial teams, curators, and a mix of internal and external tech resources, I ensured seamless integration of creative vision with technical execution.
Managing production and technical execution
Managing production across online and offline channels was essential. I oversaw the coordinated efforts of the team to deliver a cohesive user experience. This involved managing timelines, nurturing vendor relationships, and expanding our creative team to meet project demands. Balancing innovation with practicality, I integrated cutting-edge design trends and digital technologies into our strategy to enhance market appeal and engagement.
Promotion, launch, and social media strategy
Leading up to the launch, I devised and executed a robust promotion and social media strategy together with the editorial team and an external agency that helped with the launch. This included crafting compelling pitches and investor documents to communicate Arthewall’s unique value proposition. I orchestrated the creation of engaging social media content and managed the launch campaign to generate buzz and attract early adopters. Leveraging my expertise in branding and UX/UI design, I ensured all promotional materials aligned with Arthewall’s brand identity, driving anticipation and engagement among our target audience.
Enhancing community engagement and immersive experiences
Moreover, I played a key role in managing the creation of packaging and product solutions, overseeing the development of frames, prints, paper finishes, and other materials essential to delivering our curated art offerings. This included collaborating closely with artists to ensure their works were presented in the best possible light, both online and offline.
Establishing a physical presence
At the heart of our offline expansion were curated exhibitions and exclusive artist collaborations, culminating in our physical presence within Genoa’s historic center. Establishing a corner shop inside the Photo Factory shop, we bridged our online platform with a tangible experience, enriching community engagement and offering immersive art encounters that mirrored our digital ethos.
One notable collaboration included a special edition with emerging artist Francesco Vullo, marking a milestone at the beginning of his career. Additionally, we partnered with other talented artists to showcase their works in various venues such as bars and cafes. These collaborations not only provided artists with unique opportunities to exhibit their creations in diverse settings but also allowed us to connect directly with art enthusiasts and potential buyers. Artworks featured in these venues were available for purchase on our platform, extending our reach and reinforcing Arthewall’s commitment to promoting emerging talent in the art world.
Driving innovation and future success
This journey with Arthewall not only showcased my proficiency in branding, UX/UI design, and visual storytelling but also underscored my ability to lead multifaceted teams and projects through strategic transitions. As we continue to grow, the insights and skills gained from this experience continue to drive my approach to overcoming creative and technical challenges, propelling future endeavors toward innovation and success.