Culture Fresh
Culture Fresh had a catalogue of vibrant wall art and prints that genuinely uplifts people, and a website that kept it hidden. We rebuilt the brand from positioning through to the storefront it sells on, so the work finally gets seen.
"Art made with intention. Designed to uplift your home."
Project Overview
Industry:Art
Engagement: Full-Service Rebrand
Location: Canada
Deliverables: Brand Strategy, Shopify, Social Media Content
The expertise was proven. The infrastructure was missing.
Trevor Dawkins has been painting vibrant, gallery-exhibited geometric and mandala art since 1978. His work brings collectors peace and joy, but his digital presence was completely hiding that legacy.
The website relied on generic stock photos, a confusing product filing system, and buried credibility markers. Across the site and social media, the brand lacked focus and cohesion.
Culture Fresh was simply announcing Trevor’s existence rather than inviting customers to connect with his work. As a result, the site couldn’t justify the price point, convert followers into buyers, or help people envision the art in their homes.
What we assessed
- Brand audit and competitive landscape review
- Brand positioning and audience analysis
- Visual identity and feed aesthetic assessment
- Platform, content, and Shopify store audit
The Strategy
The original brief leaned heavily on a specific thematic label, but leading with that would have narrowed the audience before a single visitor arrived. Trevor’s work was vibrant, and it needed room to breathe.
So we shifted the focus from a restrictive category to a powerful conviction. By repositioning the brand around the why rather than the what, we opened the door to a much larger audience while staying entirely authentic to the artist’s roots. Visual impact leads the experience; the artist’s personal narrative anchors the story. That strategic pivot completely transformed the product catalog.
What we did:
- Brand strategy — purpose, vision, mission, audience, brand positioning.
- Brand identity — colour palette, typography, tone of voice, brand values, messaging framework.
- Content strategy — pillar framework, content mix, and monthly content plan.
- Multi-platform distribution strategy.
- Product naming.
The Work
Brand Identity
We built the identity on a bold, high-contrast palette that matches the energy of the work, yellow and blue as the mains, black and white grounding them, and a vivid green as the accent. Type pairs EB Garamond, an editorial serif with warmth and heritage, with Helvetica for clarity at every size, giving the brand a gallery-grade feel that still reads clean on a product page.
Shopify Store
We designed the new homepage as a deliberate, guided journey. The hero sets the desire, a custom credibility bar establishes authority, and the collections finally give the art a proper frame. We rewrote the artist’s story to focus on transformation rather than just biography, and used targeted testimonials to close the loop between the artwork and the buyer’s home. The result is a tailored, brand-level e-commerce experience built seamlessly for conversion.
Content Strategy
We built a focused, rotational content system that allows a solo founder to sustain a multi-platform presence without burnout. One core asset is now efficiently leveraged across social media channels. Alongside this, we engineered a brand-new, search-optimized Pinterest strategy. By aligning the content structure with real buyer search behavior and integrating live e-commerce data, we turned their social media into a highly functional extension of the Shopify store.
Deliverables
- Shopify store redesign and Catalogue consolidation.
- Brand strategy (full competitive and positioning analysis)
- Content strategy
- Product naming and SEO meta descriptions.
- Pinterest, Facebook and Instagram Optimization.
- Brand Guidelines
The Shift
Culture Fresh started as a store announcing an artist’s existence. It finished as a brand that invites people into the work, one story, told the same way from the homepage to the last product pin.
The Impact
- Clarity: A brand that knows what it’s selling, who it’s for, and why it matters.
- Brand Alignment: One story, told consistently across the website, Pinterest, Instagram, and every product page.
- Brand foundation: Infrastructure built for growth. With integrated social commerce, a structured content engine, and a live strategy in place, the brand can finally scale without starting over.
Ready to Stand Out and Grow?
It is time your online presence reflected the work you actually do. Let’s build the brand that makes you unforgettable.