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Salomon Stodel

A new website for an antique dealer founded in 1859 and located in Amsterdam since 1898.


Brand Identity


2 months


Salomon Stodel


In the first workshop, we discussed the missions statement. As we progressed, we found out there were a lot of channels Salomon Stodel was active on but also a few that missed out. Salomon Stodel is one of the founders of the 'TEFAF', which was founded in 1987, The European Fine Art Fair and the National Antiques Fair 'de Pan'. These fairs were very import for the Salomon Stodel. We came up with different channels where we could promote the brand and try out some potential new ways, for example, Geofencing at the fairs.

In the second workshop, we played the discovery game "Brand Deck" to find out about the core values of Salomon Stodel and searched for corresponding brand styles. The stakeholders choose the brand values best-in-class, traditional, professional and sincere.

Brand Style

After the second workshop we presented different stylescapes. The client wanted some connection with styles that stood for luxury and professionalism. Therefore they choose to go with one of our proposals that had a sans serif font for headings and a matching sans-serif font for body text to keep it fresh and new.

The client asked for more of a clean and not in-your-face look of the brand, so we went for a clean shades of green and matching shades of brown.

Brand assets

After the workshops, we found out that there were multiple ways the user could get in touch with the brand. So we decided to design for each touchpoint, online and offline.

For the touchpoints that weren't 'online', we created business cards, an iPad app for the fairs where users could sign up to get informed about new pieces and QR signs for each product with more information. For the online touchpoints, we designed a website and an email campaign. All those products could be easily edited and reused for the fairs.


To discuss our ideas and involve the client into our process I created mid-fidelity wireframes. With the wireframes, I could easily translate our train of thought and keep the stakeholders updated. During this process, I came up with the idea to highlight a few objects in the fold of the homepage. This allowed Salomon Stodel to easily showcase pieces that were, for example, new or less viewed.

All unique objects

From the start, we knew that the objects were the most important aspect of the website. I got reduced all the excess information and centred each object to create focus. Only the title and a single line of information about the object can be found on the overview page. When a user hovers over the object, the object expands a little bit to create the feeling of selecting an object. When the user navigates to the object, more information can be found a way easily get in touch with Salomon Stodel to ask more about the object.

Consistent across all touchpoints

Troughout all media the same fonts, colors, shapes and proportions are used to create one unity. The same layout for the registration form can be found on the fair itself as on the website. On smaller screens not one element is hidden.

Straight to the point

The homepage starts directly with the slider with the most important objects. The story of Salomon Stodel enfolds on the rest over the homepage. I designed a place for highlighted objects, upcoming fairs, more information about the brand and the shop and a place to sign up. The user can become acquainted with Salomon Stodel and easily navigate to underlying information.

Break the barrier

For buyers, it's important to know from who and where they buy antique from. So I decided to give the users the full story of the brand for those who are interested. From the start of the brand in 1859 till today the full story is available on the about page. If they have a question they can easily navigate to the contact page.

To show users that they can run by the shop to have a little chat, I have chosen to place the details of the store above the contact form. This allows users to decide for themselves which one they want to contact.


A new website, identity and exhibition materials, delivered within two months. Due to good preparation and pleasant collaboration with the client, the deadline was easily met. The strategy based on online and offline means has generated new leads and registrations. As a result, the set goals have been achieved.


Kasboekje van Nederland