8 Lee Street
London E8 4DY
+44 (0)20 7254 3085
Know your audience
As a supplier of visual talent and production, Blink Art's offer is a business-to-business one. But when we looked harder at the 'itch' Blink Art satisfies in its customers' lives, we realised there was a stronger connection to explore.
The art buyers and commissioners in Blink Art's audience share one simple problem; they need to see new stuff all the time, just as we all need to blink our eyes constantly to avoid dust gathering. We put this insight at the heart of the project, giving the brand stronger confirmation as to why the Blink Art audience needs Blink Art.
This idea fed into all of the decisions we would go on to make about the visual identity, the digital portfolio experience, and other brand touchpoints right down to the company's call sheets.
We also wanted to inject something into the identity that could help it live a more joyful life than most business-to-business brands typically allow themselves. We knew it was a realistic possibility that Blink Art could earn its way into art buyers' lives, and even homes, but this wasn't going to happen without something charming and interesting to offer them beyond 'a service'.
Developing the Identity
The Digital Presence
Having a core idea at the heart of a brand makes tackling its website much more interesting. It also creates a more meaningful experience for the people who use it.
Creating a great website is always about balancing the many sensitive (and sometimes contradictory) requirements of its users. We knew we wanted to continue the idea of visual refreshment, and we wanted browsing work on the site to feel as effortless and intuitive as blinking. But what did the website's users want?
The Blink Art team had some good data to share showing previous activity on the site. But the best insights came from anecdotes collected from the audience, capturing bugbears, habits and needs.
We found out that some visitors know the artist they're looking for already, some need images to remind them who they're looking for, and some simply want to have a look around and see what's on offer. We worked out a landing experience that would be able to meet these various requirements, also offering a glimpse of the latest news.
The brand's new typographic hierarchy helps us 'hero' the artists more effectively, presenting their names proudly on arrival to the site.
Announcing the roster loudly and proudly in the display typeface became a convention within the new brand languge, able to happen anywhere from a custom notebook to an HTML newsletter.
We included the pink dot throughout the site. Wherever you find yourself, the dot is on call.
As well as a branding element, the little Blink Art dot became a symbol for the user's own personal image preferences, serving as the key functional element in the lightbox tool.
Sometimes the simplest ideas are the best ideas, and this one came from the Blink Art team during the project's development.
Having developed a drifting 'universe' of portfolio work as part of the site's navigation, our clients at Blink Art asked whether we could turn it into a screensaver that people could download from the site. We thought this was a great idea, so we made sure it happened.
As well as being a great way to earn a bit of extra screen time with the audience, it became a nice thing for the roster of artists to have on their machines. Photographers, for example, could leave it running during shoots.
Things to keep