Feral DNA: A Branding Story
About Feral Horses’ brand identity design.
Core Business Definition
Feral Horses grows fair and attractive art investment opportunities.
Brand Personality
As a person, Feral Horses is a creative thinker who questions established orders and « shakes things up ». Feral Horses is both reliable and full of surprises. Feral Horses is a bit of a dandy; he is elegant but not posh. Feral Horses is woke and cares for others.
He always puts the interests of his customers, his artists and his employees before his personal interests. Feral Horses is a good guy.
Brand Philosophy
With a pragmatic vision of hard work and community implication, Feral Horses intends to satisfy the evolving needs of art investors and art enthusiasts.
Vision
Reshaping art investments, making it accessible to everybody and satisfying a thirst for flexible art enjoyment whilst supporting emerging artists.
Mission
Providing a comprehensive service that brings both liquidity and transparency and facilitates access to the benefits of art in a responsible and sustainable way that encompasses economic, legal, ethical and philanthropic considerations.
Word Associations: Trust and Reliability, Innovation and Progress, Affordability and Elegance, Distinction and Nonconformism, Youth and Dynamism, Ethics and Multiculturalism, Intuitiveness and Simplicity, Recognisability and Uniqueness.
Brand Meaning
Feral Horses is an innovative online trading and renting platform for contemporary art. The business is « feral » in the sense that it frees and makes accessible art investments in a way that impacts and changes the current market rules.
The challenges of the project
The creation of Feral Horses’ visual identity has shown many complexities.
First of all, the brand has three diverse targets: art enthusiasts, professional traders, and curious achievers.
Secondly, the company operates within the contemporary art investment field, which is overly elitist and underdeveloped. Therefore, the naming had to express the business vision of freeing art investment. The outcome of this reflection ended-up being “Feral Horses”. With such a bold and strong name, referring to the idea of an animal returning to the wild after a period of captivity, the challenge was to visually translate those business values and abstract concepts.
Finally, due to Feral Horses’ mission to mingle the artistic world with the financial one, it was also crucial to come up with a fil rouge that would have brought some harmony and would have balanced creativity and uniqueness with strictness and standards.
