Based on the intended scale of the project in the long term, the brand needed to be generic and flexible enough to accommodate the enormous variety of content that would be hosted on the database. At the same time, the brand needed to invoke the spirit of depth, breadth, diversity, and contemporaneity in the arts. Finally, we needed to differentiate the name among it’s compititors, the chief among them being ArtStore. After months of deliberations, we found a name that matched all 3 criteria, and even had a “.org” domain available. Given our budget and timeline, we decided to give it a makeshift visual identity until further funding would allow us to conduct a proper brand development.