In 2022, Avant Arte redesigned their site to be more in line with their boundary pushing style. They needed copy to match, but it also needed to appeal to potential collectors who saw the traditional art world as exclusive and elitist.

I worked with their designers and creative execs to create website micro copy across the entire site. As part of this, I also set up Localise and introduced it to the workflow to make sure designers and future content designers would have more ownership over the copy.

You can read a section of the about page below, and check out the full site here.