Art Republic
Brand tagline, narrative & TOV
Taglines, brand narrative, tone of voice and website,
social media and ad copy for an online art shop
Making every day extraordinary
Art Republic is a popular real world and online art store that collaborates with new and established artists to bring original, affordable art to more people.
The gallery wanted to refresh its brand identity to appeal to a wider audience than the traditional art market, which is often seen as intimidating and unwelcoming.
I partnered with design agency Pentagram, who developed new visual elements, to create a fresh brand narrative that emphasised the role of art in our everyday lives and adopted a welcoming and playful voice. The deliverables included a brand manifesto and tone of voice, as well as taglines for external use, including “Every wall needs a story” and “Fill your everyday with extraordinary art”.
Once these elements were in place, I used the new framework to develop copy for their website’s home page, product pages and About Us sections. I also wrote a script for a 10-second YouTube ad, copy for Google ads and a range of social media posts.
Creative Boom described the new tone of voice as “purposefully unstuffy” while seeing the new taglines as “perfect examples of this new voice in action and signal a departure from Art Republic’s peers”.
This Pentagram case study has more insight on Art Republic’s brand refresh.
