MINTED
FINE ART/OBJETS
CREATIVE STRATEGY ART DIRECTION STORYTELLING
PRODUCT DEVELOPMENT CURATION & STYLING MERCHANDISING DIRECTION
Elevate the Fine Art Print brand and differentiate it from the everyday stationery business. Give legitimacy to Minted as a source for premium home decor. (this was a long term goal and encompassed multiple campaigns over years)
THE CHALLENGE
THE OUTCOME
We created images for art and home in two buckets - product accumulations in ‘back of the gallery’ or curatorial settings to evoke cultural cachet, and elevated home environments to help customers picture the products in situ.
Meant to evoke a world of higher art and add perceived value to Minted’s fine art prints, the design codes of white box galleries help highlight their thoughtful curation and independent artists - pulling them further apart from ‘big box’ art.
BACK OF THE GALLERY
Fine art, photo designs and home decor are shown in real high end homes with studio shots to complement. Lighting is design to emulate natural shadows to add depth and warmth to the images.
ELEVATED IN SITU
