The business
A Danish and Spanish painter who has been painting since 1977. He lives in Helsingborg; the paintings are kept in Copenhagen and seen by appointment. Collage, realism and cubism are behind him, abstract and surreal work is what he makes now, and the paintings are sold by enquiry.
What they had before
A website builder's page that opened on a wall of ninety-two thumbnails, with two reviews on it that the builder had written rather than anyone who owns a painting. An Instagram account of a hundred posts whose captions were hashtags or nothing at all, with no bio and no link. A hundred and twenty-three paintings and no address of their own.
What we built
- The website, in Danish, English and Spanish, where a painting is the first thing on the screen and the only thing written under it is its catalogue number, because no painting has a title yet.
- The catalogue: every painting read off his own photographs and his old site, sorted into families, given a number, cleaned and enlarged until it can be looked at closely.
- The two-state view: the five canvases he went back into, aligned pixel for pixel, so the visitor moves between the painting as it was and the painting as it is.
- The identity: his name set in Newsreader, and the moth from AC-086 as the mark, until he sends a signature to draw one from.
- The Instagram the account could be, drawn from the photographs we already hold: a bio, four named highlights and twelve posts. None of it has been posted.
Brand & Web · Social Media
What changed
The paintings that lived on a builder's page and in an Instagram grid now have an address of their own, in the three languages he sells in. The one thing nobody else does, going back into a finished canvas years later, is the one thing the site lets you watch.