Convelio

The client

Convelio is a fine art shipping company with a modern approach to logistics.

Clients include leading auction houses, museums, interior designers, antique dealers and private collectors.

Based in Paris and with offices in London and New York, Convelio is located in the world’s key art hubs.

The brief

I was initially approached by Convelio to rewrite the client and services pages of the website. The start-up was growing fast and they wanted to refresh their content to attract a niche client base. 

In the world of global logistics, Convelio is unique for its forward-thinking, tech-driven approach. It has an online platform that generates instant quotes and allows real-time tracking of shipments. 

This meant there were two key messages to communicate: logistics expertise and technological development. While also tailoring copy to different regions and market segments.

The process

Fine art logistics is filled with traditional logistics operators – the opposite of what Convelio offers with its young team and innovative platform.

But at the same time, Convelio’s clients are established organisations in the luxury market and expect a personalised service. This called for a carefully crafted approach to combine the two elements in engaging copy. 

The starting point was an elevated tone of voice to infuse a feeling of luxury, followed by a sprinkling of industry terms to communicate Convelio’s expertise. 

This was achieved by using phrases like “shipping journey”, “tailored to your needs” and “bespoke art transportation services”. As well as creating custom pages to target specific clients in key locations.

The new web copy helped to position Convelio as a trusted service provider in fine art logistics, and the inclusion of SEO keywords boosted the website ranking in search results.

My collaboration with Convelio then continued for several months by developing the brand mission and vision, and updating the company’s tone of voice guide.

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