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?
The younger sibling to Traver Gallery, one of the country’s premier art exhibition spaces, Vetri shows works by emerging glass, ceramic and jewelry artists along with smaller works by well known artists, including Dale Chihuly. This posed a challenge as they were often in the shadow of Traver. 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 older and interested in Seattle’s studio glass movement popularized in the 1990s. 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.
For Vetri’s logo, 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 country.