Ana Tzarev is a special artist who travels where tourists rarely venture to discover the deeper magic, beauty and richness of world cultures. But what made the online experience truly unusual was the way Transition Networks captured Tzarev and her works of art.

An introductory website, AnaTzarev.com, launched from August through December ‘08, depicted a sense of self discovery that came late in life to Tzarev following a fulfilling career as an entrepreneur and design leader behind a retail empire in New Zealand.

Challenge
Transition Networks’ three-part assignment included designing a temporary website over an extremely rapid timeline. A second deliverable included a strategic plan for fully operational permanent website with a permissions-based content management system for the public and administrators. The third and final building block included a comprehensive Web 2.0 marketing plan.

The client requested that the temporary website showcase Tzarev’s collections and her new art Gallery on 57th Street in New York. It opened on November 24th. The tone of the site needed to be inviting to visitors, collectors, and art enthusiasts, and to support the launch marketing conceal reveal ad campaign, See the World Through the Eyes of Ana Tzarev.

Solution
Transition Networks, at a very rapid pace, fully captured the artistic vision of the painter, Ana Tzarev with a very innovative website. The breakthrough site design introduced a global audience to the artist’s vibrant artistic vision and powerful emotional journey. Transition Networks’ translated an intense, passionate, and immersive painting style for online viewers through a series of timeless images that drew from a mosaic of
artistic influences and a lifetime of experiences with diverse cultures.

Randal Hunting’s creative branding for the home page delighted and surprised viewers with a sweeping visual experience. Hunting created a sequence Tzarev’s paintings as if “looking through her eyes.” His flash movie included artworks from cultures that have long inspired Tzarev and evolved as a compelling brand experience.

Another revolutionary creative breakthrough by Hunting included a leap in image magnification technology to view paintings in the Collections section. The interactive virtual magnifying  glass offered visitors an innovative opportunity to examine the surprising topography in the paintings. Tzarev’s canvasses are highly textured surfaces that are not visible in flat two-dimensional photos. A selection of three crystal-clear zoom modes approximated real time experience of viewing paintings in the gallery and served to promote awareness and interest in Ana Tzarev’s art, as well as in the Gallery as a cultural space and venue.

The third requirement, a complete Web 2.0 marketing plan included: 1) Sound Branding by OPEN FUSE, “Ana’s Song”; 2) Online ad campaign and media placement; 3) Online viral video blogging; 4) A Web video and media gallery created from hundreds of hours of documentary videos; 5) Virtual Tour of the Gallery; 6) View my portfolio” for collectors and potential buyers; 7) An RSVP Booking Engine;  8) Email Blasting System; 9) Planning Guide to Visit The Gallery (Appropriately titled, Ana’s 57th Street Canvas. The planning a visit tool would showcase Tzarev’s co-marketing partnerships with restaurants, hotels, museums, shops, etc.); and, 10) An Event Image Gallery for clients & friends events photos.