DECEMBER 2019

COLLEKT

Brand Development Brief

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I. Overview
• Background 5
• Context 6
• Mission 7

II. Business Parameters

• Value Proposition 9
• Target Audience 10
• Competitive Landscape 11

III. Communication Parameters

• Brand Values 13
TABLE OF CONTENTS

• Brand Personality 14

IV. Objectives & Considerations

• Branding Objectives 16
• Design Considerations 17
• Creative Considerations 18
• Moodboard 19
OVERVIEW
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Over the past decade, the art market has seen a dramatic shift. There is a stark contrast between collecting in the digital
age and the 16th-century practice from which it stems. Collectors of all sizes now have access to a variety of mediums to
share their life’s work with their audience.

Modern technology, and its ability to give individuals unparalleled access to art in their hands, and in their homes, offers an
opportunity to re-envision the experience of owning and appreciating art.

With advances in technology, and increased access to digital media as a whole, the market for consumers of fine art
collecting and experiencing is both expanding and evolving. Collectors and galleries who wish to take advantage of this
shift will need to rapidly adopt a multimedia presence.
BACKGROUND
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COLLEKT will be a user-friend software platform, coupled with bespoke design and marketing services, allowing
collectors and curators to create a comprehensive digital archive, and publish digital experiences to accommodate a
wide range of objectives inclusive of sales & business development, awareness/education, and legacy preservation.

COLLEKT will need to develop a brand identity that is reflective of its mission and value proposition, to be utilized in
the delivery of the intended model and product offering.
CONTEXT
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The mission of COLLEKT

The primary mission of COLLEKT is to empower collectors and curators of fine art to
preserve their legacy, and leverage digital media in the pursuit of enabling others to
discover the passion that drives this lifestyle.
MISSION
BUSINESS PARAMETERS
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For owners and curators of art collections and galleries, COLLEKT provides a set of tools to catalog, track, market, and share

their collections, delivered

in the form of an intuitive software platform, supported by
a range of bespoke design and professional marketing services.
VALUE PROPOSITION
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• Private Collectors

• Institutional Collectors

• Commercial Galleries

• Art-Focused Foundations & NPOs

TARGET AUDIENCE
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| COLLEKT | Artsy | Artnet | Artlogic | Artwork Archive

COLLEKT
Competitive Position
COMPETITIVE LANDSCAPE

Inventory database w/ Sales and marketing Bespoke solution Professional management Access to professional
management platform for toolset for gallery business for public-facing and personalized support integrated marketing
collectors and galleries development design (branding standard services
and web)
COMMUNICAITON PARAMETERS
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True Passion drives us to energize, We measure success in our ability

engage and inspire others. to inspire individuals to create,
learn, and collect.

Collecting is and should be a Technology holds the key to over-

social experience. coming many of the challenges that
champions of our lifestyle face in
furthering our cause.
BRAND VALUES
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SINCERITY

Abstract / Symbolic Literal / Transparent

COMPETENCE

Imaginative Intelligent / Reliable

SOPHISTICATION

Austere / Economic Luxurious / Premium

RUGGEDNESS

Gentle / Passive Bold / Active

BRAND PERSONALITY
OBJECTIVES & CONSIDERATIONS
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| Develop a brand identity for COLLEKT, inclusive of the following elements:

| A primary mark, inclusive of a stylized text treatment

| Accompanying graphics/icons/imagery

| Colors, type styles, and style standards for tier I (master brand).
BRANDING OBJECTIVES
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| CUT TYPOGRAPHY
Called “Cut”, this trend sees brands taking type and literally cutting part of it away, leaving behind
something new.

| SIMPLE TYPOGRAPHY
Simple design is hardly a new trend. but not any font will do. You can’t just plop your business name
under your logo mark in a serif or sans serif font like Helvetica, Times New Roman or Comic Sans (please
CREATIVE CONSIDERATIONS

don’t!) and call it a day. Often, you must get creative with the type treatments to personalize the design.

| NEGATIVE SPACE
Logos that use negative space in creative ways are an interesting way to explore simplicity. Using negative
space to hide a shape, image, or text in a logo can add an element of surprise and sophistication.
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| COMPOSITION
A text-treatment for the brand name “Collekt” is required the primary mark. It may also contain/incorpo-
rate a small graphic/icon, but the text must be the foundation of the mark. Punctuation and capitalization
may be altered in design if desired (i.e. COLLEKT, collekt, collēkt, etc), but spelling may not be.

| USAGE
https://www.youtube.com/watch?v=31Bh-JmnhrI This brand will have a huge focus on digital engagement,
DESIGN CONSIDERATIONS

distribution, and design. We need a logo that will easily go from Print, Web, to app sememelessly.
MOODBOARD COLLEKT Brand Development Brief V1.0 September 2019 | 19