Exclusivity can be Inclusive
Twyla is a tech-based startup selling limited edition prints of contemporary artworks. I was brought on as the only creative position for several months until the company expanded. My responsibilities evolved with the company as I worked with every department to design any and all visual assets needed.
One of my first responsibilities was the creation and implementation of all Twyla Stationery. The original logo and branding were created by the very talented Preacher creative company. Preacher also provided branding guidelines that were used as a starting point for all branded collateral.
The concept behind the Twyla aesthetic was to let the artists and their work take the forefront, while Twyla supported them from ‘behind the curtain’. The aesthetic followed this concept by utilizing minimal and reserved elements that lifted the artwork to the top, while providing credit to the people that worked to make it all happen.
Certificate of Authenticity
As Twyla grew its roster of artists, it needed a way to certify that the artworks were authentic. And so, the Twyla certificate of authenticity (COA) was created.
The certificate followed the same aesthetic established by the stationery, highlighting the unique signature of each artist in comparison to the minimal design of the printed information.
Hand Embossed / Hand Stamped
Each Twyla COA was embossed by hand before being sent off to the customer. Further pushing the concept of Twyla’s position behind the artists and not in front of them. Included with the COA was a hand signed thank you note, contained in an envelope and sealed with a wax stamp of the Twyla logo.
The COAs were part of a ‘care package’ that we sent to new artists. This was Twyla’s way of introducing the artist to the family, and included a series of branded collateral.
The Twyla website went through several iterations as we continued to refine the experience of buying art online. But one thing that stayed consistent was the concept of ‘Art in Context’. This concept featured the artworks in a home setting, and was used to help potential customers envision the artwork in their lives, instead of on a gallery wall.
Using the most advanced scanning technology, we were able to create life-like renders of the artwork that were composited into a multitude of gorgeous locations around Austin. The concept helped Twyla stand out from other companies that featured the artwork floating in a blank white space. Art in Context helped shorten the gap between customers seeing the artwork on the screen, and seeing the artwork in their home.
Twyla worked with the Kubox team to design an efficient and affordable packaging solution. The Twyla box contains the artwork and an installation kit that includes a guide for installing the artwork, cleaning supplies, and a personalized note from the artist.
The Twyla mission was to make the installation as easy to understand as possible. I worked with the Director of Customer Experience to create this simple and efficient guide for the consumer. The booklet contains all original illustrations and iconography to guide the consumer through each step of the process.
Pictures can speak a thousand words and there's no better way to show someone how to do something than actually showing them. The installation guide was created with the idea that the customer would be able to install their artwork within a matter of minutes.
Twyla Wall Tags
I designed a wall tag that would accompany all the artworks that were on display. The wall tag needed to not only provide the details regarding the artwork, but also had to communicate that the artwork was for sale. The wall tag included a CTA for the newly introduced personal curator called 'Twyla Bot'. Where the user could text the Twyla bot a code and would receive information about the artwork and suggest similar works.