Reframing Art Story.
The Challenge
Art Story wanted to win business in the hospitality and financial sectors. To achieve this, they needed to give prospective clients a compelling reason to choose them rather than other, more traditional art consultants.
The Mind Hack
One of the key insights was that many old school art consultancies only recommend their own roster of artists. So, when they meet clients, their aim is to promote their portfolio.
Art Story do the opposite. They listen to a client’s brief and only make recommendations once they have a full picture. By putting a client’s needs first, they aim to make choosing art feel less daunting and choosing Art Story more natural.
The Idea
“Reframing Art Consultancy” positioned Art Story as consultants who start with your brief, rather than their portfolio.
The lead campaign execution brought this point of difference to life with “Art consultants shouldn’t just have a good eye. They need a good ear too.”
The approach informed a new website, promo video and social media campaign with a witty, playful tone of voice instead of the typical art consultancy jargon.
The Results
The new positioning is already starting conversations with prospects across hospitality and financial services, leading to an increase in introductory meetings and requests for proposals.