Make it Beautiful. Make it Yours.
Crafty88 supplies the creative class with materials, ideas, and inspiration. By focusing on the creative process of some of the top Artists around the world and also showcasing their story throughout the video series, Crafty88 should inspire and empower others to create beautiful art.
We were approached by the team to help them define their brand, the visual identity, and the website/shopping experience. We built the logo concept around the idea of having a blank canvas combined with the shape of the letter C.
"Whether you're a painter a sculpturist, a scrapbooker, or an architect you always start with a blank canvas and fill it out with your imagination" Crafty88 is really about that, a starting point and a tool for Artists.
After we set the goals for this project, we outlined the ideal user persona, and we defined the brand attributes. The customers we are trying to attract are professional Artists who do not hesitate to use high-quality tools and materials.
Our goal was not only to attract these type of customers but also create an emotional connection between them and the brand. With the video series of interviewing Artists and discovering more about their process and the techniques they use, we also dig into their lives and the struggles they have as an Artists.
By combining the empowering tone of voice and the stories behind the video series, we want to engage with the customers to inspire and motivate them to start creating. We believe that this sets Crafty88 apart from its competitors, the ability to connect with the potential customers on an emotional level by making them show empathy for the interviewed Artists.
We designed the visual identity to have a modern feel with some subtle "crafty" elements. The three brand pillars - create, inspire, and connect, are included in the messaging and also as part of the visual identity to show and explain the possibilities of the active users.
Supplying the Creative Class with materials, ideas, inspiration.
Art is in the details, in the subtle differences.
The website should also be a tool to help you create something beautiful. It’s the first place where Artists draw inspiration from and get their favorite art supplies.
According to our user research, we found out that we first need to grab their attention with the video series (a social proof) and then guide them to the shop if they are interested in buying.
The goal also was to avoid a typical e-commerce layout and achieve a community feel with the website. But once you search the shop categories, you get a very intuitive buying experience.
Thank you!
© Alphamark 2018
