Winston Artory Group: Intelligent Collection Stewardship
 
Winston Artory Group was formed from Winston Art Group, an appraisal and advisory firm, and Artory, a data and blockchain technology firm. The newly merged company offers appraisals, advisory, art-backed lending services, tokenization, blockchain-backed provenance, and collection management.

My job was to craft a messaging platform and verbal foundation that would make the new brand feel unified and credible to both a younger generation of collectors and the older, more traditional, legacy clients. There was a lot to communicate, and there was a very real risk of driving away enormous amounts of business if we talked about it the wrong way.

The answer we landed on was “intelligent collection stewardship.” This brought some much-needed cohesion to the wide range of offerings, and positioned WAG as an expert-led stewardship platform that could help clients unlock value by turning their collections from static possessions into strategically managed assets.