artHive

brand strategy document

Laura Cortes Graduation Project

table of contents

artHive design document

creative brief

- client and mission

artHive design document

FICTICIOUS CLIENT: CANADIAN MUSEUMS&GALLERIES ASSOCIATION

The Canadian Museums Association (CMAA) is the national organization for the advancement of the Canadian museum and Art galleries sector. The CMAA works for the recognition, growth, and stability of the sector. Today, the CMAA has nearly 2,000 members, and supports them with training and professional development programs, conferences, publications, networking opportunities, a body of knowledge, and a dedicated staff. CMAA members include non-profit museums, art galleries, science centres, aquaria, archives, sport halls-of-fame, artist-run centres, zoos and historic sites across Canada. They range from large metropolitan galleries to small community museums. All are dedicated to preserving and presenting Canadas cultural heritage to the public. Over the past 60 years, Canadas museums have developed an international reputation for excellent programming, dedicated public service, and high standards of professionalism. Source: http://www.museums.ca/

Target Audience 1. Art Lovers visitors to Canada usually involved in creative, digital or movie industries. 2. Residents of Canada who want to keep up with whats happening in artistic world. We want them to come often to Canadian Museums and Art Galleries, talk about the shows, and interact with the displays. We also want families to think that visiting a museum or art gallery is a cool thing to do on a free day. Personality of the communication - character, tone and attitude: Smart, in the know, fashionable, stylish, tech savvy creative culture at its best.

goals

artHive design document

Engage the visitors and bring them to the museums Enhance the visitors experience while visiting a museum or art gallery Use the latest technology to interact, give history and inivite commentary on each space, artist and piece Allow the visitors to save and share their experience

target audiene & personas

artHive design document

Target Audience 1. Art lovers (18 - 60) Art Lovers from or visitors to Canada usually involved in creative, digital or movie industries. 2. Residents of Vancouver Residents of Canada who want to keep up with whats happening in artistic world.

What we want the visitors to do? Come often Talk about the shows Interact with our displays Families to think this is a cool thing to do on a free day

personas

& scenarios

artHive design document

My work is my life. I love everything that is creative and artistic. I travel every time I can to get inspiration from different places and I always want to see something new and unique. I want to remember what I see and be able to save it as a resource for my work.

PERSONA 1 Thomas White 32 years old Industrial Designer Toronto

artHive design document

thomas white moodboard

tech savy moderate income sports lover art&design high level of education

how to attract the audience

artHive design document

How to attract the audience 1. Provide special informative content on each piece 2. Provide interviews with the artists 3. Provide section where the visitor can leave commentary

opportunity

artHive design document

. iPad app customizable for each museum and art gallery . Special and unique content about each space, exhibition, piece or artist . Available on the museum for free download or for a minimum cost on the Apple store

objective

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Create an experience where people can: receive and contribute save and share the experience share and comment on pieces see other people impressions . follow artists or other collectors

strategy and positioning

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FEATURES Interactive and responsive Exists in the real world, 3d space depth and volume something you can touch and interact with Has a visual, audio and touch component Its not static motion VISITORS BENEFITS Provides a social and interactive experience Access to the digital and online world inside the gallery A learning experience that will enrich the visitors knowledge A tool in continuous change providing something new every time A new experience in every visit CUSTOMER REWARDS I learn something new in every visit I feel empowered I feel in control I feel informed and in know I feel cultivated and I want to share my experience with everyone I feel among interesting people and I feel I can share my knowledge in real time through social networks I feel part of the interactive and digital world

brand values

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Unique Interactive Reliable High quality

brand message

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a new way of collecting and sharing art

CORE BRAND MESSAGE artHive is more than an iPad app. Its a full experience for the visitors enjoy alone, with family or friends, and later share with the world. artHive will change the visitors perception of art galleries and the way people can see and interact with art. It will also provide a unique experience in the Canada, that cannot be find anywhere else. artHive is a new way of experiencing and collecting art. artHive will be perceived in the marketplace exactly the same way. Visiting a museum or art gallery will cease to be something that is a one way experience, where the visitor only stares at the art piece. Instead it will be something that the visitor can interact with and provide feedback on real time (Facebook comments, Twitter posts, and other social networks platforms). Five perceptions in the marketplace versus the reality.
PERCEPTION REALITY

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1. Too complex 2. Has an expensive cost 3. Not for kids 4. A tool just to use once. 5. A place without a lounging

User friendly Cheap cost new media is getting cheaper than traditional media (eg.print books vs. ebooks) Especially designed for a curious and interactive audience. A tool in constant change, to take home. A place to be and work and meet new people. space and social area.

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CORE BRAND MESSAGE The new way of collecting art. Who is the core target for this message? Art lovers What makes this message relevant to that target? Visiting an art gallery and even a museum can be something boring. Today art lovers want to feel that their experiecence has value and they are in control. Message key support points Latest technology, ability to collect and share artwork and leave commentary. Is your message safe in the marketplace, and hard for a competitor to copy? Why? There isnt any app like this in the market.

brand personality

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Some museums have their own wayfinding apps, or a virtual version of their collections, but none allows the visitor to bring their experience home. BRAND PERSONALITY Male Young Mainstream Global Potential brand personality traits. 1. Smart 2. In the know 3. Art lover 4. Reliable 5. Tech savvy 6. Interactive 7. Modern 8. User friendly

brand name

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The word art symbolizes the Art world including the Museums and Art Galleries

ARTHIVE
a new way of collecting and sharing art

To Hive means to store or lay away for future use or enjoyment. A Hive is the place where somehting is stored by a community.

ArtHive is place for Art lovers to collect and store their favorite artwork from museums and art galleries all over Canada.

competitors
design museum london

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moma ab ex ny

strenghts

weaknesses

strenghts

weaknesses

.All the content is relevant and well organized . The way the categories are organized is user friendly and wasy to learn

.Text lay out is terrible. . Bas use of the gird for big ammount od text . Poor design on the information part

. Good use of the navigation bar on the bottom .Simple to navigate .Good use of the grid

. Information page sits on top of everything and it doesnt make use of the whole page. . Video player has an inconsistent design

artHive design document

art circles art.com

the life of art

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strenghts

weaknesses

strenghts

weaknesses

. Really cool navigation and categories separation . Animations are smoothe and interesting

. It doesnt give much content on each piece. .The wordmark could be better

. Clean typorgraphy and well structured grid . Attractive style . Well designed wordmark

. Tips page could have better tratment to the design . The design is a little too classic and academic

moodboards

MiniMal . digital .

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clean .VolUMe .

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geoMetric .Vintage .

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skecthes

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logo iterations

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logo iterations

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logo

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a new way of collecting and sharing art

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shape type
MammaGamma, altered to better suit the hexagon shape. The words art and hive are stacked in order to have a better legibility. The top parts of the t, h and i were sliced in the same direction as the hexagon sides. The hexagon symbolizes the Hive. A Hive is a collection where all the art is stored. The shape has rounded corners that give a smoother look.

texture tagline
GillSans MT Light in 70% black. The tagline is layed in lower case to be consistent with the type pn the logo. Its simple and explains in one sentence the core of the app.. The background of the hexagon has a fabric texture to symbolize a painting canvas. Theres also a grid with smaller hexagons which represent the different artwork that makesm a collection.

a new way of collecting and sharing art

colours & textures

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R: 170 G: 179 B: 0 C: 38 M: 17 Y: 100 K: 1 #AAB300

R: 0 G: 0 B: 0 C: 0 M: 0 Y: 0 K: 0 #000000

R: 70 G: 70 B: 70 C: 0 M: 0 Y: 0 K: 70 #464646

typography

- logo

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mammagamma

abc12345

typography

- tagline and app

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gillsans mt

aAbBcC12345
gillsans mt light

aAbBcC12345

icon

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microsite
www.arthive.com

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Buy for $0.99

A NEW WAY OF COLLECTING AND SHARING ART

INTERACT

COLLECT

SHARE

Visit your favorite museums or art galleries and enhance your experience with artHive.

Collect has many art as you want and become an art curator.

Share your favorite hives, artists or artwork with your friends.

Buy for $0.99

Explore an inifinte world of art and enrich your knowledge.

A NEW WAY OF COLLECTING AND SHARING ART

Check featured exhibitions and artists.

artHive design document

Visit your favorite museums or art galleries and enhance your experience with artHive. Collect has many art as you want and become an art curator. Share your favorite hives, artists or artwork with your friends.

33

www.arthive.com

Explore an inifinte world of art and enrich your knowledge.

a new of collecting and sharing art

Copyright Laura Cortes 2012

dd23laura@myvfs.ca/arthive

http://lolacortes.tumblr.com

Check featured exhibitions and artists.

Buy for $0.99

Your devide must be connected to a WI-FI hotspot because of a filesize bigger than 20 MB.

Download the app to your iPad and bring it to a museum or art gallery.

a new of collecting and sharing art

Copyright Laura Cortes 2012

dd23laura@myvfs.ca/arthive

http://lolacortes.tumblr.com

artHive design document

34
www.arthive.com

Buy for $0.99

A NEW WAY OF COLLECTING AND SHARING ART

INTERACT

COLLECT

SHARE

Visit your favorite museums or art galleries and enhance your experience with artHive.

Collect has many art as you want and become an art curator.

Share your favorite hives, artists or artwork with your friends.

Explore an inifinte world of art and enrich your knowledge.

Check featured exhibitions and artists.

Buy for $0.99

Your devide must be connected to a WI-FI hotspot because of a filesize bigger than 20 MB.

Download the app to your iPad and bring it to a museum or art gallery.

artHive design document

35

interact collect share