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HINDMAN
Revitalising a contemporary art giant

Industry

Art

Location

Chicago

Year

2019

Deliverables

Brand Identity
Brand Guidelines
Print + Packaging
Wireframe + Prototyping
Digital Design / UI + UX

Headquartered in Chicago, Leslie Hindman Auctioneers is one of America's leading fine art auction houses. With an unwavering focus on client service, Hindman offers holistic solutions that connect clients in US cities to the global art market by providing expertise across all categories, sales channels and price points.

As part of a major business evolution, Hindman asked us to refresh their consumer-facing presence, with an aim to change how existing and future clients perceived and engaged with the brand.

To ensure a consistent end-to-end consumer experience, we developed the new identity in line with the website, retaining a systematic approach to typography, layout and design. Full case study coming soon.

Site Design: Six -- Build: External

APPROACH

We distilled our goal into three essential ingredients: simple, clean and easy to navigate. Through close collaboration with Hindman’s CTO, we streamlined the existing site architecture and created a more elegant navigation structure, making it easier for users to find, browse, and engage with content.

BIDDING

The most important facet of an online auction site is the act of bidding. We understood that UI and functionality was crucial, allowing both novices and seasoned collectors alike to discover, access and bid on the art they were interested in.

Breaking away from traditional traits, we wanted to introduce a sense of discovery to the user experience. A new and immersive way of viewing art on an auction site.

Taking personal browsing preferences into consideration, we presented the user with three natural viewing modes: List, Thumbnail and Discover.

SEARCH TOOLS

We engineered an advanced image search functionality that allowed users to hone in on a particular style of art based on a variety of characteristics, from colour and medium to artist and size.

We considered how content could play a vital role in the brand's perception through increased thought leadership and a deeper engagement with its clientele.