Fifty Thousand Feet creates new brand identity for Winston Artory Group

Independent brand consultancy Fifty Thousand Feet has announced the launch of a new identity for Winston Artory Group, the company formed by the merger of Winston Art Group, a leading art appraisal and advisory firm, and Artory, an art data technology company.

The new brand reflects Winston Artory Group’s unique role at the intersection of culture, finance, and technology. Anchored in the idea of “intelligent collection stewardship,” it underscores trust, security, and innovation for audiences across sectors with secure collection management backed by leading expertise and the world’s largest art market database.

To support this, Fifty Thousand Feet delivered a comprehensive brand platform that clarified the firm’s portfolio architecture—organizing offerings to simplify navigation and enable growth—and established a messaging framework for B2C, B2B, and internal audiences, providing a durable strategic foundation for market expansion.

“Winston Artory Group represents a rare combination of heritage and innovation,” said Kate Watts, CEO at Fifty Thousand Feet. “Our goal was to create an identity that feels both timeless and forward-looking, honoring the stewardship of cultural and financial value while signaling new possibilities for how art and collectibles are tracked, appraised, and safeguarded.

The creative solution centered on the Griffin, a mythological guardian of treasure, which helped reinforce Winston Artory Group’s mission to protect and preserve art collections with intelligence and care. A distinctive blue palette, expressive graphic patterns, and cloudlike motifs inspired by both mythology and blockchain technology extend the system and balance authority with imagination.

Grounded in a collaborative process that combined structured dialogue with calculated risk-taking, the outcome is a modern identity that resonates with collectors, advisors, institutions, and investors. It reinforces Winston Artory Group’s credibility and authority in a rapidly evolving marketplace, balancing institutional clarity with expressive art moments to extend the company’s influence at the intersection of art and finance.

About Winston Artory Group

Headquartered in New York and operating globally, Winston Artory Group is at the forefront of intelligent art and collectibles stewardship. Formed in 2025 through the merger of Winston Art Group and Artory, the company provides independent appraisals, data-backed advisory services, and secure portfolio management solutions. With a legacy of appraising over $100 billion in art and collectibles, Winston Artory Group champions innovation, security, and objectivity to meet the complex needs of collectors, fiduciaries, and institutions worldwide.