Overview

Leveraging the value Athena Art Finance brings to specialty lending.

Challenge

Athena Art Finance was founded to efficiently deliver liquidity and financing solutions to the fine art world, but had little recognition and was relatively unknown to their audience of wealthy individuals and intermediaries.

Solution

Created a digital space where users could experience what it means to have meaningful eyes - Seek to invest in art. The solution was to develop a canvas larger than screen where the act of exploring the website represents Athena Art Finance’s flexible financing solutions for the global blue-chip art market.

01. Brand Elements

Typography

Grid System

What you do when your typical gird is useless…

Color Palette + Imagery

Imagery

Logo Slash: Reinforces Logo, Innovative

Frames: High-End Artwork, Reference Point

Pattern: Reinforces Logo, Exclusive

02. User Experience

Wireframes

The core concept for the homepage was to imagine the website as an art gallery or museum space. The act of discovering each section that introduces internal pages represents Athena Art Finance’s flexible financing solutions for the global blue-chip art market.

Home + Navigation

Desktop Internal Pages

Mobile Pages

03. Digital Experience

Internal Page Header Style

Type A: Frame

Type B: Pattern

Leadership + Headshot Direction

Key Mobile Pages + Nav

My Role: Art Director
Type: Branding & Experiences
Deliverables: Concept, Logo, Visual Identity, UI, UX, Development
Team: Dana Reinke (Creative Director), Claudia Mark (Design Director), Matt Peters (Designer), Priyanka Singh (Front-end Developer), Moonsuk Kang (Back-end Developer), Nehal Harley (Account & Strategy Director)
Agency: Leibowitz
Awards: Special Kudos (CSS Design Awards), Site of the Day (CSS Nectar), Winner (GDUAS, American Web Design Awards)