Case 04 — Shapero Rare Books & Shapero Modern
← WorkReimagining a heritage brand.
Shapero Rare Books is a specialist rare books business serving collectors and international clients, with Shapero Modern extending the brand into modern and contemporary works on paper. My role was to reposition the business for international growth, modernise its digital presence and translate specialist knowledge into a more premium, accessible and commercially effective brand experience.
§ Context
Shapero Rare Books is a specialist rare books business serving collectors and international clients, with Shapero Modern extending the brand into modern and contemporary works on paper.
My role was to help reposition the business for international growth, modernise its digital presence and translate specialist knowledge into a more premium, accessible and commercially effective brand experience.
§ Challenge
How do you modernise a specialist heritage business while preserving authority, expertise and collector trust?
The business needed a stronger digital identity, clearer brand system, improved online customer journey and more effective channels for audience growth, lead generation and sales.
§ My Role
- Brand repositioning
- Brand guideline update
- Website strategy
- Website build
- Social media content production
- Visual storytelling
- CRM integration
- Digital marketing
- Agency management
- Senior stakeholder collaboration
- Commercial growth
§ Key Initiatives
01
Brand Repositioning
Updated the brand guidelines and translated the refreshed visual identity across digital and customer-facing channels — new websites, social templates, marketing collateral and content direction.
02
Website Transformation
Built and launched two websites from concept to implementation, ensuring the new digital experience reflected the brand's premium positioning while supporting lead capture, audience growth and online sales.
03
Social Media Storytelling
Led all social media content production, creating a more consistent storytelling framework around rare books, collecting culture, artists, exhibitions and specialist knowledge.
04
Digital Ecosystem
Integrated CRM, analytics and marketing technologies to create a more scalable digital ecosystem for customer engagement, lead generation and commercial reporting.
05
Senior Leadership Collaboration
Worked closely with senior leadership to define digital and brand strategy while managing external agencies and stakeholders across website development, content, analytics and campaign execution.
§ Brand — Before / After
Drag the slider — from a brand that buried the collection, to one that framed its works as the objects of cultural significance they are.
§ Website — Before / After
Before
Heritage business with limited digital storytelling — expertise hidden behind a transactional, dated experience.
After
A premium digital experience designed for international collectors — rich object pages, considered editorial and clear paths to acquisition.
§ Brand System
01
Brand Guidelines
A refreshed visual identity translated across the business.
02
Website
Two sites from concept to launch, premium and discovery-first.
03
Social Templates
Editorial framing for individual works — not a product feed.
04
Marketing Collateral
Catalogue, fair and campaign assets in one grammar.
05
Editorial Content
Long-form, dealer notes, behind-the-scenes essays.
06
CRM & Lead Capture
An ecosystem connecting interest to commercial follow-up.
§ Results
Instagram followers, from 5k baseline
Qualified online lead growth
QoQ online order value growth
Online sales in 60 days
§ What this demonstrates
Repositioning a specialist heritage brand for modern audiences — connecting brand identity, digital experience, content, CRM and commercial performance. Storytelling and digital transformation making a traditional collecting category feel relevant, premium and commercially effective.