High quality art often comes at a high cost. As a gallery that sells works by emerging artists at accessible prices, how do you challenge the notion that quality art has to be a luxury good?
Founded in the Seattle glass movement of the early 90s, Vetri shows works by emerging glass, ceramic and jewelry artists along with smaller works by well known artists, including Dale Chihuly. In order to maintain their business model selling reasonably priced emerging art, Vetri needed to evolve their identity and boost sales.
Examining Vetri’s core audience, we found that many of their existing clientele were either older Seattleites or tourists who had stopped into the store during the summer months. In order to broaden Vetri’s audience and help them invest in their future, I aimed to attract younger customers excited about starting their own art collections and help expand Vetri’s sales outside of Seattle.
In order to attract younger customers, I designed an elegant and approachable logotype that reflects glass’ amorphous state and Vetri’s diverse collection. Furthermore, in order to expand their reach nationally, I designed a fully dynamic online shopping experience that establishes Vetri as an intersection of gallery and retail space. Since the rebrand and new website, their business is better than ever with increased sales and new customers across the US.