Jaldia.
Arts collector website.
Branding and UI design.
About the project
This was an exploration project for the art collector website. The goal was to create a certain aesthetic that is both sophisticated but inviting.
Homepage design:
The challenge
The challenge was specific to branding and marketing of Jaldia. Not unsimilar to the common problem in interior design of the hotels rooms, where there is a strong emphasis on neutrality in order to appeal to a larger demographics, yet the need to capture the customer's memory that makes it a recognizable brand. The brand that creates a certain affect through its specific visual elements (in the case of digital experience).
The solution: Neutrality for a wider market appeal.
I have attempted to accomplish the task of neutrality by focusing on muted/neutral colour pallet. I used a photograph of a real painting that is part of Birmingham Museum collection to extract a colour pallet that is both neutral but also aligns with the company's purpose.
Behind the inspiration
The painting might be described even as maximalist. It has a lot of elements and complexity.
I have drew the inspiration by extracting the color pallete and using thin lines to express a certain elegance and sophistication, which is artistic in nature rather than the meaning of 'sophistication' that we may associate with luxury in consumer culture.
Drawing on inspiration from art might make perfect sense, when designing the art collector website. The urge to do so however was beyond the aestethic inspiration but rather thinking about the positioning of art as a luxury item yet the one that is separate from the rest of the market goods in the same category.