PieterKoopt
A new chapter for art with history
For many people, the art world still feels distant, slow, and unnecessarily complicated. Especially when you want to sell a painting that carries not only value, but also emotion and history.
For PieterKoopt®, we created a brand and website that show it can be different: personal, transparent, and commission free. Starting from strategy, we translated Pieter Koopt’s vision into an identity and digital platform that builds trust, removes barriers, and creates space for the story behind every work. Not a dusty art platform, but a contemporary experience where atmosphere, simplicity, and credibility come together.
Where classic and contemporary meet
For the branding of PieterKoopt®, we deliberately explored the tension between classic and modern. That is exactly where character comes to life. The combination of serif and sans serif creates a visual language that feels familiar and mature, while remaining clear, accessible, and contemporary.
We looked for that same balance in the color palette. Rich, warm tones subtly reference the world of classical painting and the old masters, without ever becoming nostalgic or overly literal. Not a visual style stuck in the past, but a contemporary interpretation of that atmosphere. The result is an identity that radiates trust without becoming too safe. A brand world that feels right for art with history, while standing firmly in the present.
A digital experience where stories keep living
For the PieterKoopt® website, we deliberately chose two clear directions. On one side, we created an accessible platform where visitors can easily submit their painting for evaluation by Pieter and his team. Fast, clear, and designed to feel simple and personal.
On the other side, we built a space where the stories behind acquired works can continue to live on. Because at PieterKoopt®, it is not only about selling art, but also about history, emotional value, and the new chapter each piece begins. That idea comes together on the homepage in the line: “Time changes everything, except history.” Time moves on, ownership changes, context shifts, but the story of a work remains. That is exactly the feeling we wanted to bring into the online experience. A website where experience takes center stage. Where stories come to life. And where discovering and selling strengthen each other.
Submitting your art, made simple and personal.
An important part of the website is the submission flow. Above all, it had to feel approachable. Not complicated or distant, but a clear route where visitors can quickly and easily submit their painting for a review and a personal offer from Pieter. That is why we designed a flow that feels familiar and guides visitors step by step. Accessible in use, clear in structure, and fully focused on removing doubt. In this way, the digital experience connects seamlessly to the brand promise: personal, transparent, and commission free. Submitting art no longer feels like a big step, but like a natural next one.
