GLOUCESTER ROOM
Brand artistry for an art consultancy

Grain has special expertise in translating luxury into an online experience. We created the Gloucester Room brand for a new type of art dealer, that operates without gallery premises, shows works of art by appointment only, and uses its website as a vehicle for building its own members’ club.

We were commissioned to create a name, visual identity and website for the art consultancy, and we focused our creative brief on tradition, exclusivity and trust. First creating the name Gloucester Room, we decided it should be given a classic but reserved visual style, enabling the artist to stand out as ‘hero’ while the consultancy is presented as discreet, calm and professional. In line with the members’ club metaphor, most of the website is accessible only to its clients.

Addressing an audience that is successful and cultured but time-poor, Gloucester Room advises on investment in modern and contemporary art, specialising in limited-edition prints by leading artists. Well-connected to artists, galleries and publishers, Gloucester Room also advises on buying and selling at auction, and provides a service for developers and property agents by supplying new, prestige properties with high-calibre artworks.