Zartzi
The client, Zartzi, required a distinct visual identity for an online community-based marketplace tailored to emerging photographers and artists. They explicitly sought to attract a "cool, hip, and tech-savvy" demographic, differentiating themselves from standard e-commerce platforms. We analyzed the linguistic structure of the name and identified a strategic opportunity to fuse the brand name with its function. Rather than relying on generic icons, we engineered a custom, hand-drawn typeface that emulates an artist's signature or brushstroke, instantly establishing authenticity. We then analytically deconstructed the text, utilizing red viewfinder brackets to isolate the substring "art." This transformed the logo into a functional narrative that bridges the gap between the photographer’s lens and the collector’s gallery, meeting the brief's requirement for a design that conveys specific business values through abstract elements.
Objective & Strategic Intent
The strategic intent was to circumvent the visual clichés often found in the "Internet" industry sector and position Zartzi as a sophisticated curator rather than a mere utility. The objective was intellectual minimalism: we aimed to validate the "emerging artist" by using a font style that rejects corporate rigidity in favor of organic, humanistic fluidity. By framing the word "art" within the name using camera focus marks (brackets), the design achieves a dual purpose: it instantly communicates the value proposition to the "tech-savvy art buyer" and utilizes the semiotics of photography to speak directly to the content creators. This approach ensured the logo was not just a label, but a "No BS" statement of quality and focus, aligning with the client's desire for a modern, trend-aware aesthetic.
Outcome
The engagement concluded with the delivery of a scalable, high-impact visual identity that successfully encapsulated the dual nature of the marketplace. We provided the client with the required layered vectors (EPS & PDF) and screen-quality assets, ensuring the design remained crisp across all digital applications. The final logo effectively balanced the "cool" factor requested in the brief with practical legibility, functioning seamlessly on both light and dark backgrounds. By integrating the "Internet" industry trends of clean lines and distinct focal points, the design successfully positioned Zartzi as a premium, innovative player in the online art space, ready for immediate launch.
