Art by Excellence

A disruptive curatorial direction for a new generation of collectors

Client: Art by Excellence / Excellence Art Gallery
Typology: 360 Branding
Year: 2025
Category: Featured, Creative, Digital, Narrative
Compartir en: Facebook, Correo electrónico

Under the creative direction of Rafael Trassart, a 360° branding project was developed, encompassing every dimension of identity, strategy, and digital presence. From the creation of the name, the design of the logo, and the brand foundations, to the definition of the visual universe, editorial style, and digital integration, Art by Excellence was conceived as more than the evolution of Excellence Art Gallery by Giuseppe Carnevale — it became a contemporary cultural brand.

Helped by Rafael’s native English scriptwriting, the project was primarily focused on international markets and therefore crafted entirely in English. Every detail was personally supervised by Trassart, and all narratives were carefully crafted in-house by our studio, ensuring full control over the editorial voice and curatorial intent.

Creative Direction & Visual Style

The new curatorial concept revolves around a sober, elegant, and distinctive aesthetic:

Neutral color palette that allows artworks to breathe and take center stage.
Questrial typeface, chosen for its clean lines and balanced proportions, evoking modernity without sacrificing readability or character.
Black-and-white photography, used for both artist portraits and behind-the-scenes moments, conveying intimacy, timelessness, and sophistication.
Minimal and intuitive UI design, free from unnecessary ornamentation, transforming the website into a fluid and contemplative digital gallery.
Web design fully mobile-adapted, maintaining a direct line with the project in-house to ensure every update aligns with the brand vision.
Interactive menus and integrations, fully developed by our studio and Trassart, creating a dynamic and immersive user experience.

Curatorial Uniqueness

Each artist and each work is presented through an editorial lens:
- No generic fact sheets — each piece is contextualized with narrative and sensitivity.
- Collections curated not by technique, but by visual and emotional universes.
- The audience isn’t simply buying art — they are accessing a language, an intentional world carefully crafted by the brand.

Digital & Strategic Implementation

The branding project extended to full digital integration and commercial functionality:
- Brand strategy, foundations, and tagline (Where Creativity Meets Excellence).
- Logo design and full visual identity system.
- UX and UI design, centered on clarity, usability, and aesthetic experience.
- Web design fully mobile-adapted, with in-house alignment for content and project updates.
- Interactive menus and integrations, built by our studio and Trassart for immersive, user-centered navigation.
- Online sales implementation, ensuring that all artworks are fully integrated for e-commerce functionality.
- Social media branding, including profile design, icons, stories, and integrated Google profile with address management.
- Photography selection and integration, ensuring consistency across the website and digital channels.
- SEO strategy and optimization, ensuring visibility and relevance in international digital markets.
- Domain and hosting management, ensuring digital stability and reliability.
- Social media management, building coherence and amplifying brand visibility across platforms.

The Result

With Art by Excellence, a new model is defined:

A cultural brand with its own voice, curatorial vision, and deliberate aesthetics — an alternative to the classic representation system that honors the legacy but intentionally breaks away, creating a fresh beginning, positioning the brand strategically in the market, and establishing it as a leading force in the contemporary art world.

For Trassart, this project represents an opportunity to transform outdated structures without losing essence: a new way of presenting art — with excellence, creativity, and emotion.

All artworks were uploaded with full e-commerce functionality, while social media channels received complete brand treatment, including icons, stories, photography, and Google profile integration, with precise address implementation.