ART.COM (launch)

Product: encyclopedic assortment of fine-art prints, posters and frames

Objectives:

• establish the brand as the primary online source for well-priced fine-art prints and posters
• convey the availability of a vast assortment of art prints and posters on line without overwhelming the reader
• create distinctly personal interior photography in juxtaposition to the repetitive nature of the art print assortments
• appeal to a mature audience, and to business people with high-end offices and homes