KATE
Helping a fine artist bring beauty and joy into everyday life in homes (and helping her sell out her re-launch collection)
Brand Strategy / Brand Identity / Shopify Web Design & Web Development — Atlanta, Georgia
Brand Evolution
Where KATE Began…
Kate Rawal has been surrounded by painters her whole life, but truly fell in love with the medium while taking a course in college. She started selling her art right out of school. Her first website was simple, but effective. It gained her a loyal following and put her name on the map as a fine artist. But she didn’t know the site well enough to update her shop or make significant changes. And her business was growing and changing rapidly. She needed a brand that reflected her new direction and all the goodness she was creating.
Where KATE Is Headed…
Kate has always had one big goal since she started selling her paintings: get more beauty into people’s everyday lives. But the original site wasn’t creating a beautiful experience for her visitors. Her work exudes joy and vibrance and her brand needed to reflect that from the moments someone first interacted with it. She paints traditional things: florals and patterns, but does it in a way that feels fresh and contemporary. Her logo, color story, and site design needed to strike that same delicate balance so her loyal fans felt right at home on her site.
Brand Keywords
Genuine — Joyful — Organic — Down-to-earth — Personable
Target Audience
Anne, 42, was career-focused in her 20s and 30s, and has since stayed home with her kids. Though her career was and is important to her, it’s even more important to her to give her kids her full attention during this season of life. She loves being a mother and dedicates just as much time and attention to that role as she did her career. She lives in Texas where she recently moved with her husband and kids and is thrilled to decorate her new “dream home” in a way that truly represents her style.
She is practical, but purchases things she loves without a lot of hesitation. She is willing to invest in lifelong pieces and experiences, especially when it comes to the place she lives. She’s trendy, stylish, and simple, but loves a good pop of color or a statement pattern.
She has followed KATE for a long time and has maybe even purchased a small piece or print, but now that her roots are planted, she’s ready to invest in a bigger canvas.
Visual Rationale
The KATE brand needed to support Kate’s work, not compete with it. It needed to be a backdrop for the pieces she sells, reminding the potential customer that there is intention to everything she does. The new colors and fonts are simple, but bold, which pairs perfectly with the intricate florals and fruit textiles. They keep KATE modern and trendy, without losing the classic timeless nature of everything she creates.
Brand Values
Joy — Romance — Encouragement
If you’ve made it this deep into our site, you probably already know that collaboration is our favorite. This project was a team effort with the help of the Kait Studio team on Shopify website development.