Winston Artory Group
Redefining the value of art
Bringing clarity, security, and liquidity to the art world
Formed through the merger of Winston Art Group, a leading appraisal and advisory firm, and Artory, a pioneer in art data technology, Winston Artory Group provides collectors, advisors, institutions, and investors with a trusted platform that combines deep art market expertise with blockchain-enabled security and liquidity.
As the company prepared for its launch, Winston Artory Group partnered with Fifty Thousand Feet to define its positioning at the intersection of art, finance, and technology, clarify its value across diverse audience groups, and create a brand identity that reflects its role as a trusted steward of cultural assets.
Services
- Brand Positioning & Narrative
- Brand & Portfolio Architecture
- Messaging & Voice
- Visual Identity & Design Systems
Sectors
- Cultural & Philanthropic Institutions
- Financial Services & Banking
- Technology & Media
Brand Strategy & Identity
After conducting thorough competitive research, stakeholder interviews, and due diligence, we defined the brand’s positioning, core idea, and path for growth. Our strategic foundation made it possible to tailor the brand’s core idea, story, and value proposition to each of its six audience segments. The strategy ultimately came to life in the visual identity system, which included a new logo, typographic system, color palette, photography, portraiture, and graphic style.
Mythological Inspiration
Our creative team was inspired by the mythology of the griffin. It represented not only the combination of two companies with distinctly different expertise, but also the griffin’s known for its role as a protector and guardian of treasure.
FTF brought an extraordinary combination of intelligence, bold creativity, and strategic discipline to the challenge of uniting two organizations from seemingly opposite ends of the art market. What resulted was more than a brand, it is a unified identity, that feels authentic, powerful, and entirely our own.
Nanne Dekking
Co-Founder and Co-Executive Chairman
The Manifesto
Drawing on the strengths of both legacy firms, we developed a brand narrative based on a core idea of intelligent collection stewardship: the mindful building and safeguarding of cultural, monetary, and personal value of art and collectibles.
