Art & Design · P(ART) · 2025
An Art Brand, Built From Zero
From the name to the logo to the launch — we created P(ART), a contemporary-art brand built around a blank skull as a canvas, and a movement of artists to fill it.
P(ART) is a contemporary-art brand we built from absolutely nothing — the name, the logo, the website, the collection, the launch. Its founder, Toni Parera, runs INOU, the Barcelona industrial-design studio behind icons like the Sitges Film Festival’s gorilla award. He wanted to bring that craft to collectors: a luxury skull, sculpted in fine materials. The catch — a €500+ object from a brand nobody has heard of, with no audience and no ad budget, is one of the hardest things in the world to sell. So we didn’t sell a sculpture. We started a movement.
Results
Views — one organic post
Accounts reached
Of them never followed us
Spent on ads
The Brief
Industrial-design craft, made collectible
Toni Parera had spent years making objects for other people’s brands at INOU — including the Sitges Film Festival’s instantly recognisable gorilla trophy. P(ART) was his move into B2C: a sculpted skull, finished in premium materials, sold as collectible art.
The product was beautiful. Everything around it was a blank page — no name, no identity, no website, no audience, and no budget to buy one.
The Idea
A blank skull is a blank canvas
A €500 sculpture is a hard first sale. A piece of art the culture is already talking about is not. So we reframed the product entirely: the bare white skull became a canvas, and P(ART) became a platform for artists to make it their own.
With nothing to spend on ads, the plan was pure leverage — recruit real artists with real audiences, hand them the canvas, and let their work and their followers carry the brand into the art world. Brand, content, social and the artist network were all built from zero.
What we did
The work, broken down.
Naming — P(ART) & SKUL(P)
The brand name — a wink to founder Toni Parera and to art being part of everything — and the collection name SKUL(P): a skull, sculpted.
Brand, logo & identity
A minimal red-white-black identity and the P(ART) wordmark, carried across web, social, print and the launch.
Website
Designed and built the brand’s site to present the collection and the collaborations as a gallery.
Artist strategy & contracts
A full recruitment playbook — outreach, the legal and affiliate agreements, and the briefs to close artists and get them creating.
Social content & film
Built the social presence from zero — posts, artist-announcement creative, making-of films, event promos and reels.
Launch event & press
Promoted the exhibition that put the collection in a room — and in the press.
Naming
Two names that do the work.
Before a logo or a line of copy, the brand needed names that carried the whole idea — the founder, the craft, and a wink for anyone paying attention.
Parera + part + art
The threads behind P(ART).
skull + sculpture + Parera
The threads behind SKUL(P).
The concept lives in the wordplay: each SKUL(P) is the sculpture, and P(ART) is the movement it’s part of — every artist who takes one on becomes part of it.
P(ART)
Toni Parera — and the idea that art is always part of what he makes. The brand.
SKUL(P)
A skull, sculpted — and the (P) of P(ART). The collection.
Brand Personality
We even gave it a soundtrack.
A brand isn’t only what you see. To pin down who P(ART) is, we built it a playlist — the sound of the gallery, the launch, the world the skull lives in. A small thing that makes a brand feel like someone.
The Collection
The same skull,
never the same twice.
The whole collection runs on one idea: take the exact same bare, low-poly skull — a blank canvas — and hand it to a different artist every time. Same object, no brief, total freedom to reinterpret it.
Each one comes back unrecognisable from the last — a one-of-one SKUL(P), shot like the gallery piece it is. The object stays constant; the art is infinite.
The Strategy
We didn’t sell a skull. We ran a casting.
A €500 object from an unknown brand is a hard sell. So instead of pushing the product, we put out a call: “Buscamos artistas.”
We designed the campaign, then built the entire engine behind it — outreach, contracts and affiliate deals — to recruit artists with real audiences and hand each of them a canvas.
The Artists
The artists who said yes.
For each artist we closed, we produced a branded introducing post — [artist] × P(ART) — and then a run of follow-up posts across social, so their community could discover the brand through someone they already trust.
Some artists got fully edited videos too, depending on the materials they sent us. It was the whole plan in a handful of assets: no ad spend, just artists and their audiences.
Scroll the collaborations →
On the Feed
A presence built from a blank profile.
The Instagram started at zero — no followers, no posts. We designed the whole feed and the stories: the launch, the SKUL(P) drops, every artist reveal. Swipe through the stories.
Swipe the stories →
In Motion
The collection, in motion.
We produced the brand’s film too — led by a rotating showcase of the finished pieces, with the making-of cuts and reels that ran on social alongside it.
Scroll the films →
Exhibition & Press
From a brief to a gallery wall.
The collection landed where it belonged — on a wall. The launch exhibition ran at Valid Foto BCN in Barcelona, bringing together 20+ artists around the SKUL(P) — and a monumental concrete piece intervened by muralist Lily Brick. It drew a crowd, and it got noticed beyond the invite list.
Proof
One post. A brand-new audience.
The proof of the model came from a single post. We published the collaboration from P(ART)’s own profile and tagged the artist — @aurocka, who already had a real following. One image, no reel, no spend. The tag alone carried the brand straight into her world.
80K
Views
24K+
Accounts reached
99.2%
Weren’t followers
6.5K
Interactions
One tag did that, organically. The whole strategy was built to grow alongside artists who already had the audience — ten, fifteen, twenty of them, each with a presentation post and process films, compounding into a real community.
The Site
And we built the home for it all.
The brand’s website — designed and built to show the collection and the collaborations as a living gallery. It’s live; have a scroll.
Services Used
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