Description:

The landscape for artist representation is evolving. Platforms like Instagram and TikTok have emancipated artists, enabling them to grow their online audience and connect with clients directly, eliminating the requirement for controlling middlemen and binding exclusivity agreements. Simultaneously the definition of who is seeking representation is increasingly broad and varied.

Enter Choreus, an innovative new platform that provides a flexible toolkit for artist representation. Powered by one of the world’s leading illustration agencies, The Jacky Winter Group, Choreus empowers artists with the ability to choose the level of support they require on a non-exclusive, per-project basis.

Base was approached by Jacky Winter to develop a brand position, identity and digital platform in support of their new ad-hoc artist representation platform—pulling back the curtain on the traditional artist/agent/client relationship, centering artists, and prioritising their needs.

Our work centred around the notion of the “artist stack”, informed by the uniquely reconfigurable nature of Choreus’ service model. We proposed an identity imagined as a series of building blocks — one typeface, one colour, one stroke weight, and a logo perpetually in-flux. Think of the brand system as a choose-your-own-adventure IKEA manual for artist representation.

The new website interface embodies Choreus’ DIY spirit and upstart nature – a significant departure from the aesthetic conventions of Jacky Winter stable of brands. Modular, unembellished, and function-forward, artists and artworks are prioritised by a lightweight UI that evolves and recedes when necessary, enabling a fast and intuitive user experience.

Reenvisioned from bottom-to-top, the Choreus digital platform encompasses a broader ecosystem that goes beyond traditional listing services. From seamless onboarding and detailed profile management, to a custom “pricing playground”, the new website provides a multitude of ways to spotlight artists and their work in an ever-growing roster.