Dgree Show

Art startup, art t-shirts platform

Overview

DEGREE SHOW is an art startup established in 2011, Seoul. To support young artists in extremely unbalanced art market in South Korea, DEGREE SHOW started its business from providing and selling artwork printed t-shirts and sharing sales profit with artists. Being scouted as a creative director, I tried to redesigned the brand identity and business strategy in order to overcome its business slump since 2013.

Time

01. 2016 – 06. 2016

Role

Creative lead
Brand strategy

Situation Analysis

The main strategy of DEGREE SHOW was highlighting that its product is customized for each artworks. This is a good point regarding to the diverse design of products, but means a risk in terms of ROI(Return on Investment) since the business was on the early stage. Along with three business items including AFFA(Art inspires Fashion Fashion inspires Art), CoCo(Collaborations with Companies), and DEGREE SHOW Space, DEGREE SHOW gave weight on art events. T-shirts were barely sold on small off-line market located in its office.

Insights

Three big issues that I thought to be needed for DEGREE SHOW were:

  • Redesign of brand identity and positioning strategy.
  • Target segmentation and redefinition.
  • Unification of production system and design consistency.

Action

1. Logo renewal
I strongly required art director that visual should symbolize the harmony among diversity. Design is originated from spotlight and crown.

2. Brand slogan
The top priority of slogan is to Generate the sense of belonging to all users. This means it should satisfy both artists and consumers who are users of DEGREE SHOW. Also, I aimed to unconsciously convey the idea that DEGREE SHOW is a distinctive community.

"United Strangers."

3. Target segmentation
Since DEGREE SHOW uses artworks in partnership with various artists, the core target should be them, not purchasers. I expected that artists would be the best influencer for our product because I knew that they wanted to sell t-shirt covered with their works. First, artists receives 50% of sales profit. Next, the number of sales is proportional to the awareness of their works. With these insight, I designed two track strategy.

  1) Core target : young artists specialize in visual art
  2) Secondary target : 21-39 users interested in contemporary art

4. User event design
As a significant branding strategy for successful user experience and relation, I designed and executed a variety of art events. Instead of spending a budget on one-off ad exposure, this strategy was greatly effective. The DGRS event(DEGREE SHOW Event) not only united users into one community, but also engaged potential users accompanied by participants. Each event was clearly aimed at intended targets including artists, startup business insiders, curators, art collectors, investors, and 21-39 people. The event includes: exhibition, artist networking party, startup networking party, interactive live concert, short film festival, flea market, and open party.

5. Product design renewal
After discussing with art director, we decided to change whole products into archive system for mass-customization. This would improve the efficiency in production process and reduce the ROI risk.

Evaluation

  • Achieved partnership with 120 artists and 330 artworks.
  • Monthly sales increased by average of 130%.
  • Significant increase on keyword exposure and brand awareness.
  • B2B collaboration with two apparel companies.
  • Store launching in major design department store(DDP, Dongdaemun Design Plaza).

Weekly keyword exposure (02. 2016 – 06. 2016)
  - Based on most popular portal site in S. Korea
  - Green graph indicates 'DEGREE SHOW' in Korean

Timeline of the Far Future

Birthday Visualizer

Encounter

Waterfall

Degree Show

Dream