Martin Casson

Senior Creative / Creative Director

Martin Casson

Re-inventing a 250 year old brand

The Christie's brief was about as broad as it gets.
Re-invent the brand as a major art world power house without losing sight of it's 250 year heritage. And at the other end of the business, Christie's South Kensington, widen the offering and position it as a luxury goods emporium.
Still premium but more accessible.
And as well as all this I had to oversee regular sales campaigns for 88 departments, each an internal 'client' redesigning their own brand within the brand and all the sales material this required.

The Christie’s brief was about as broad as it gets: At the top end re-invent the brand as a major art world power house without losing sight of it’s 250 year heritage. And at the other end of the business, Christie’s South Kensington, widen the offering and position it as a luxury goods emporium. Still premium but more accessible.

And as well as all this I had to oversee regular sales campaigns for 88 departments, each an internal ‘client’ and overhaul their own brand identity. For each sale, usually twice a year, we created a bespoke sales campaign across different media, comprising at least a dozen distinct elements. I would estimate this led to somewhere in the region of 3,000 separate pieces of communications over 2 years.

Also as part of my role as European Creative Director, I spearheaded a project to re-invent the experiential aspect of buying at Christie’s.
The entire client experience was looked at, pulled apart and redesigned from the ground up. A new gallery was built in a disused part of the King St HQ. Digital catalogues were introduced, interactive projections, live online bidding worldwide and a major face-lift, taking it from what resembled 'Hogwarts meets regional building society’ to something that befits it’s art world leading status.
The 3D design was done in collaboration with Land Design Studio London.


  • For Christie’s

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