Next of Kin
Next of Kin is a leading annual juried art competition launched in 2018 by Thought Pyramid Art Centre. The initiative focuses on discovering and mentoring emerging African artists with originality, depth, and a forward-looking creative vision.
As the competition gained traction and recognition, its digital presence needed to match its growing reputation and operational demands.
The Challenge
Despite its prestige, the existing website did not effectively support the competition’s expanding goals.
Key challenges included:
Limited structure for managing call-for-entry campaigns
Weak conversion flow for artist submissions
Lack of a compelling showcase for past winners and finalists
No streamlined system for promoting exhibitions and driving artwork sales
An overall digital experience that did not reflect the credibility of the brand
The client needed a platform that could function as both a promotional tool and an operational hub.
The Client
The client is the organizing body behind Next of Kin, operating under Thought Pyramid Art Centre. Their vision is to position the competition as one of Africa’s most respected art discovery platforms.
They required a modern, simple, and inviting website that would:
Reflect the prestige of the competition
Drive artist submissions during call-for-entry periods
Promote exhibitions and related events
Support artwork sales through an integrated online store
Serve as an authoritative archive of past editions
The brand identity centers around boldness and clarity, with red as the primary brand color.
The Approach
To achieve the client’s objectives, the strategy focused on clarity, accessibility, and conversion.
1. Structured User Journey
The website was designed to guide visitors clearly—from learning about the competition to submitting entries or purchasing artworks.
2. Minimal & Inviting Design
A clean layout was implemented to keep attention on the artwork while maintaining a professional and credible look.
3. Conversion-Focused Landing Page
A dedicated call-for-entry landing page was created to drive artist registrations efficiently.
4. Integrated Online Store
An e-commerce feature was incorporated to allow seamless artwork sales and increase revenue opportunities.
5. Gallery & Archive System
Past winners, finalists, and artworks were organized into a structured gallery to build trust and demonstrate the competition’s legacy.
Results
The improved digital presence now:
Strengthens the credibility and authority of Next of Kin
Increases visibility for emerging African artists
Streamlines the submission and registration process
Enhances artwork sales opportunities
Positions the competition for sustainable growth and broader international recognition
The new platform serves not only as a promotional tool but as a digital ecosystem that supports artists, engages collectors, and advances the mission of discovering the next generation of visionary African creatives.
Within the first month of launch, the website experienced a steady increase in traffic. The client reported improved engagement, with more users interacting with the platform, making inquiries, and taking desired actions.
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