Paddle8
Paddle8 was a Series C-funded online art, design, and luxury collectibles auction house; later acquired by Auctionata.
I served as the first design hire, building and managing a 5-person team across product and marketing.
Credits
Role: Design Director, leading the design team
Worked on: Brand identity, digital products (web & mobile apps), marketing and environmental
Team: Adam Dinwiddie (Head of Product and Design), Susan Cernek (Chief Marketing Officer), Kim Dumo, Georgia McElveen, Shawn Lisle, Stephen Francis (Designers), Reshum Panchal (Product Manager) and Kyle Knodell (Lifestyle Photography)
Winter 2013 - Spring 2016
Redefining the Art of Collecting
The Challenge
Back in 2011 when Alexander Gilkes, Aditya Julka and Osman Khan started Paddle8, they saw how traditional brick-and-mortar auction houses were struggling to keep up with technology and the massive shift towards online shopping.
They identified a gap in the underserved low to mid-tier art market and created a model that combined the prestige and luxury of the auction house with the ease and efficiency of an e-commerce company. Their vision, to become the premier online collecting destination for art, design and luxury collectibles.
The Solution
Knowing that people see their collections as part of their lifestyle and identity, Paddle8 provided them with a curated experience, where they could find the world’s treasures under one roof, while inspiring them through tasteful content.
I was brought in as their first full-time designer to work closely with the co-founders and the head of product and design to build a great design team that could help make Paddle8’s vision a reality. By 2016, I managed a team of 5 designers, working across product (e-commerce and mobile app) and marketing initiatives.
The Impact
I led the team that created an enhanced e-commerce platform and iOS app propelled art sales to over $35.8M in 2014, reflecting a 146% year-over-year increase.
