Ian PawelecIP

Evolution of Form

Christie's - Branding / Book Design

CHALLENGE

Promote the sale of African tribal artwork to new collectors unfamiliar with the category.

Role

Design Lead

Strategy

Striking comparisons

Bold juxtapositions against modern masterpieces highlight African tribal art's deep influences on contemporary artwork, illustrating its' massive cultural significance.

Brand

Clean & contemporary

The sharp and minimal brand approach positioned this sale of tribal work to resonate well with buyers of contemporary art which was up for auction during the same period.

Results

Spurred cross-category buying

Through dynamic branding and impactfully communicated educational content, this project aided in the sale of tribal artworks to buyers who were originally focused on other areas of collecting.

WORkAboutCONTACt