Laying a Smart Foundation in Early Stages Quickly Pays Off

Challenge:

Two highly regarded art collectors set out to solve a fundamental issue in the traditional art world: the centralized control of access to art by a select few individuals and institutions. Their vision was bold—a blockchain-powered platform, Collecteurs, designed to democratize access to privately owned artworks and the intellectual dialogues they inspire. The platform aimed to create a digitized collection that securely shared these treasures with a vetted community of art enthusiasts. Collecteurs sought to blend elements of a museum, crowd-sourced collection, editorial content, and social media platform while redefining the art world's power dynamics. For this ambitious endeavor to succeed, they needed not only a compelling messaging strategy but also robust operational systems to attract and sustain a forward-thinking community.

Approach:

During Collecteurs' stealth mode, I was engaged to help design the ethos, the platform's capabilities, its tiered pricing and offerings, and community expectations. Famously old school, with interlocking commerce and social infrastructures, the art world traffics heavily in institutional power and generational wealth. Collecteurs' radical approach needed an operational foundation that imparted the gravitas that would define it as a true industry challenger.

Deliverables: messaging, website copy, membership tier design, policies, membership protocols, terms and conditions, FAQ

Results:

Collecteurs swiftly attracted a dedicated fanbase and secured a prestigious spot in the New Museum Incubator. The operational framework I established laid the groundwork for rapid growth, allowing Collecteurs to expand its offerings and outreach significantly. Along with continuing advancements in its platform, Collecteurs produces digital exhibitions, provides courses and 1:1 mentorship, created an artists-first arts marketplace, and is a trusted industry resource to one million+ social media and editorial content followers. It is now regarded as one of the most visionary forces in the art world and has appeared on the front page of the New York Times International Edition.

Client Feedback:

"Tasha provided key guidance at a mission-critical moment. She delivered valuable insight from Day One."

EVRIM ORALKAN, CO-FOUNDER