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The Making of the Artifcts Brand: A One-Year Lookback

Ellen Goodwin, Artifcts
January 05, 2022

Making the career leap from enterprise to consumer brand was not just about a shift from defining a value proposition to appealing to the individual's needs. It's not about creating a brand guide either. For Heather and me it was the A to Z of how we would build our corporate values and policies to how we will reinforce the same through every part of Artifcts. "Okay, but what does that mean, Ellen?" Let me tell you!

Privacy First

Our prior lives were about "need to know." Out here in the private sector it's about delivering value to consumers with the least intrusion possible on their personal information and identity. At the very least, putting decisions about privacy in their hands, not ours. We defaulted all settings to private, created restrictions on what information is shareable to social media (to avoid spilling sensitive information), and ruled out commentary and view stats to avoid unwanted and sometimes demoralizing vibes.

Authenticity

A word often abused, I know, but it has permeated every daily meeting between myself and Heather as we've built Artifcts over the last year. Take our brand video, for example: Our decision to hide behind the camera was not about our CIA backgrounds (although that didn't help), but a reflection of the reality of Artifcts - it's about the objects of our lives and the humanity captured by them, not us as co-founders. It's about real people, memories, connections, and experiences, and, of course, stuff.

Everyday collector's love artifcting

We've stayed true to our values and used our growth this past year to collaborate with other "underrepresented entrepreneurs" along the way. Did you catch our recent competition with Brooke Robinson's Goodtype lettering community? You will see this theme persist. In an upcoming ARTIcle we'll share our interview with a female entrepreneur out of Austin, Texas, who stepped out on her own during the COVID pandemic to offer workshops and services for archival preservation - what's old is new again!

Playfulness

Our logo taps as pages load, have you noticed? You can even view the original inspiration for it in this Artifct about the creation of our logo. We think it will flip its tiles, too, one day to the great discomfort of our creative director. Our primary brand color is a vibrant, life-reflecting green. We have a kid flying on our 404 error page. (We hope you haven't seen that yet!) We launched our company with teaser videos about how not to Artifct, starting with a dog digging frantically on a beach. Speaking of, one of our original product personas was pets! If we are going to become a "museum of humanity," in the words of one of our original community members, we can't take ourselves too seriously, and we must always reflect our community and be approachable. (HELLO! Did you catch our new year's day post on social media?)

 

Sustainability

Sustainability is another foundational element of our brand. We believe that Artifcts provides Arti Community members a forum to appreciate the stuff they have and impart the meaning of it to future generations. We are evaluating how we can bring sustainability into all parts of our business from expectations we have of our cloud services provider to the Artifcts we feature on our website and the content we publish, including pieces we have published about upcycled, custom textiles from a New York-based clothing designer and an Austin-based home goods artist. It also means that as we dream up Artifcts-branded swag for our team and ambassadors, we're seeking out individual illustrators and lettering artists, sustainable product materials, and Artifctable-goods. This holiday we even reminded our audience that you can gift the Artifct experience without so much as a bow wasted!

Singular (but Evolutionary) Focus

Parents, you've probably heard this expression, "Are your listening ears on?" It's product suicide if you do not have built-in mechanisms to collect information about your product. If you've checked out my LinkedIn profile you've seen this concept reflected another way: "When you argue with reality, you lose, but only 100% of the time." (Byron Katie)

At Artifcts we are loyal to our DNA and laser focused on the stuff in people's lives and the meaning behind those objects. But we're at the beginning of our consumer brand journey. We have a lot to learn from consumers and how Artifcts will serve them over the years to come. During the earliest days of Artifcts, we found, for example, that only by directly addressing, "What is an Artifct?" could we then help people over the hurdle of what to Artifct first. Now we tell people we're redefining 'artifacts' because Artifcts are not restricted to items of historical relevance, high dollar value, heirloom status, or parts of collections. Artifcts are objects that have meaning to you. That's it. This 'stuff' helps to define parts of you, your legacy, and your relationships with others.

On that note ... 

... What would you say are the defining elements of your company's brand? Or, you, dear consumer, what helps solidify in your mind what a brand is all about? Let us know at Hello@Artifcts.com. We'd love to learn from others who have tread this consumer brand path before us to help reshape the world around us.

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© 2022 Artifcts, Inc. All Rights Reserved.

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What’s Hiding Under Your Bed?

Pivot with us as we take a hard look at our bedrooms this month in our ongoing, “Around the House, With Artifcts” series. Is your bedroom your favorite space? The one you decorate with keepsakes, fun photos, and travel souvenirs?  

Or, is your bedroom a dumping ground of all the things you meant to put away but somehow never did?  Maybe it is somewhere in between? Filled with the items you love, and the stories and memories they evoke, with just enough clutter to make you shake your head and say, “not today.” 

Bedrooms weren’t always private spaces or even reflections of our personal identity. For most of history, shared beds and living spaces were common, but increasing urbanization and the influence of the Victorian era promoted privacy, according to the BBC. The Industrial Revolution enabled more people to have private rooms, a trend that continued with the post-World War II suburban boom which solidified the modern, personal bedroom as a standard part of life.  

So, where does that leave us? With the question that started this all, “What’s Hiding Under Your Bed?” And the close second, “What are you going to do with it?” Read on to get our tips for managing the clutter, while preserving the stories and memories that undoubtedly fill one of the most personal spaces in our homes.  

It Has Value, Either Heart Value or Financial Value 

One of our Artifcts members shared with us that as they were getting ready to move, they discovered a trove of silk-on-silk oriental rugs stashed under their bed. The rugs had been there “for years and years,” and had accumulated a good coating of dust.  

As our member said, “The irony is that we had spent several thousands of dollars purchasing area rugs for our home over the years when we had perfectly good, beautiful rugs waiting for their turn to shine.”  

We recognize that not everyone has a collection of oriental rugs stashed under their bed, but maybe you have something that has similar heart value or financial value. We’ve heard stories over the years of families finding long-forgotten artwork and antique maps, bins of greeting cards and letters, and more safely stashed away, yep, under the bed!  

If you have items of value hiding under your bed, we encourage you to take a moment this weekend and Artifct them. Include a short story or favorite memory, dimensions (if applicable), and attach any documentation (if available) that demonstrates the value to you.  

As for the oriental rugs, it turns out they finally got their turn to shine. Our member was proud to report that after Artifcting the rugs, he decided to display one as a wall-hanging for all to see. Not a bad find (or story!)  

 

Oriental carpet now ArtifctedArtifcts member @Matt Artifcted this carpet after discovering it under the bed. 

It’s Just “Stuff” 

Our co-founder @Heather likes to joke that if you look under her bed, chances are you are going to find a healthy dose of golden retriever fur (it never ends!) and stacks of paper, mail, and other odds and ends that she stuffed under there the last time she had company coming over. Relatable, no? 

If you’re dealing with more clutter than not hiding under your bed, take a moment this weekend to sort through what is what and then act. 

  • What needs to be filed away for safe keeping (or tax planning)? In the file cabinet it goes, or if you use a digital vault like Trustworthy, scan the documents, upload them to your vault, and then shred the physical copies.
  • What needs to be put away where it goes? Kid toys, pet toys, maybe even laundry (hello missing sock!).  
  • What can be recycled or trashed? Our list of 108 Object to Declutter from Your Home can help! 

Chances are you are now going to be left with the “stuff” that gives you pause. These items may be important to you, but they may not fit into one of the above categories, and that’s okay.  

If you are on the fence about parting with the item because you are worried about losing the memory or story behind it, take a moment to Artifct it, and then give yourself permission to let go of the item guilt-free knowing the memory and story are safely stored in Artifcts. 

If you are on the fence about parting with the item because you are worried about losing the memory or story behind it, take a moment to Artifct it...

If you aren’t ready to part with the item, set it aside in a bin or basket and come back to it later. Just don't put it back under the bed as out of sight is out of mind! Maybe a little time is all it takes to help you decide what to do with it.   

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Looking for additional tips to help you declutter regardless of which room it is? You might also enjoy:

How to Get Your Kids to Help Clear Out the Clutter 

Aspirational Clutter and Your Closets

Home Organizing Tips to Steal from Movers and Downsizers

© 2025 Artifcts, Inc. All Rights Reserved.

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Photos + Timelines Go Better Together

Love photos? You’re not alone! What’s not to love about the memories, smiles, and special firsts all frozen in time for a moment.  

With the ever-increasing ease of digital photography (hello smartphones!) we can capture all those moments and more. In fact, we capture a lot more. Worldwide, we take on average 5 BILLION photos a day, or approximately 57,000 photos per second. According to Photutorial, the average American alone takes 20 photos a day. 

What do you do with all the digital photos that accumulate at an ever-increasing speed?   

Do you post them to social media and wait for the comments and likes to roll in? (Our resident privacy expert recommends that you don't.) Or push them into whatever cloud or other storage device you prefer, and look back through them only for the occasional calendar, school project, or holiday card? Perhaps you send a few to lucky friends and family through one of those digital picture frames, like Aura 

We’d like to suggest a different approach—Artifct those special photos, the ones that capture something unique, memorable, or otherwise notable. What is more, when you Artifct them, they are automatically added to your Artifcts timeline, instantly creating a contextual history of all things you.  

Put Photo Timelines to Work for You! 

As you Artifct your photos, Artifcts creates your photo timeline automatically. Simply pick a photo, create a new Artifct, add a short story, a date (if known), save, and you’re done. Your Artifct will automatically be added to your timeline based on the date you entered.  

 

A snapshot in time of our co-founder Heather's photo timeline. 

Not sure of the date? We’ve got you covered. Your Artifct will be added to your timeline based on the date you created it; you can always go back later and edit should you remember the date or even the decade.  

Assuming you have created a few Artifcts already, you will find your timeline by  visiting your homepage  and choosing "My Artifcts." You'll see the timeline option marked with a yellow "New!" Want to view just your Artifcted photos on your timeline? Simply select Life's Moments > Photographs as the category while in timeline view and voilà! Your very own personal photo timeline. 

As you explore Artifcts timelines and think about your family photo history, test out the built-in timeline features, because you never know what may inspire you: 

  • Switch between annual and decade views. 
  • Flip your Artifcts from newest-to-oldest and oldest-to-newest. 
  • Drag and drop to move any Artifct to a different year. 
  • Add time period notes, per year, about key events, trips, or other firsts. 

Feeling overwhelmed with so many photos and not sure where to start? As part of Save Your Photos Month, we recommend you give yourself a goal. Pick a photo a day, or one a week. Spend five minutes creating and sharing the Artifcted photo with loved ones.  

We recommend you give yourself a goal. Pick a photo a day, or one a week...

Just think, if you Artifcted a photo a day for a month, you’d have 30 photos and stories that are preserved for generations to come. Bonus! You’d also have a timeline spanning 30 {days, weeks, months, years!}. All that context, and all those memories, safely documented to protect against all of life’s what ifs.  

Want to learn more? We have great  FAQs  about timelines and  a quick video  ready for you as well. 

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Our good friends and partners at The Photo Managers are once again hosting free virtual events all month long in honor of Save Your Photos Month. Click here to learn more and to register. 

© 2025 Artifcts, Inc. All Rights Reserved.

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How to Artifct with Grandma and Grandpa

For many of us, summertime means time with extended family, maybe even “sleepaways” with Grandma and Grandpa. We should all be so lucky!

In the spirit of quality time together at any time of the year, we sat down this summer to interview a granddaughter-grandmother duo who have spent occasional Saturdays throughout the past couple of years Artifcting together. We wanted to learn why they took up Artifcting and any tips they have for other intergenerational pairs who plan to connect with each other through Artifcts.

In case you’re short on time, here was what they each wanted to be sure you knew: 

Granddaughter: I never spent time one on one with my grandma. We see each other a lot, she only lives 45 minutes away, but all of our gatherings involve my siblings and/or at least one of my parents, too. Plus, I was going away to college soon and knew I wouldn’t see her much for a while. 

Artifcts is easy to use, easy to share, which was critical. I knew my dad would love the Artifcts, too. He’s a big storyteller. The biggest surprise about Artifcting was that it totally changed how I think of my grandma, and I feel closer to her than ever.  

It was never a chore. I wanted to be with her. 

Grandma: No one can sit still these days, never mind exist without their cell phone.  

My granddaughter is funny and an artist, too. I’m always interested in what she’s doing. I didn’t think she was interested in my stories from the old days. But once I told her a story or two from living abroad in my 20s, she kept coming back to ask for more stories.  

It wasn’t my plan, but I started to give away items I had collected, too. Not just to her. I had her bring items to others because once I told the story, I knew who would enjoy it and would give it a good home. And you know what? Not once did they say to her that they didn’t want it. They loved the stories! 

You may also be interested in our ARTIcles by Artifcts about Swedish death cleaning

 
 
 
We're honored to participate once again in Grandparents Week - the largest online celebration and educational event for grandparents of its kind. Hosted by our partner, GrandparentsAcademy.com, this event showcases leading experts and resources for grandparents. Artifcts will be spotlighted in the GrandTech Showcase and delivering a walkthrough on how grandparents can use our solution to capture and share meaningful stories from their stuff.'

Tips for Artifcting with Your Grandparents

Above all else, don’t let the age difference get in the way. Fun fact: A 2006 study by researchers from Duke University and the University of Aarhus found that older respondents feel 20% younger than their actual age. So your grandparents may very well respond to you as though they are much younger than they are! 

But as far as true age goes, be mindful of how your respective ages might require a breath or two to (a) break down any awkwardness, (b) explain the purpose and process of Artifcts, and (c) find the right pace for your Artifcting together. Here are tips other grandchildren offered from their Artifcting experiences: 

1. Be ready. Create a few Artifcts for yourself before arriving.  

Use whatever device you plan to use when Artifcting with your grandma/grandpa to avoid any stress or delays in the process. (Artifcts note: We have a series of tips videos, too, if needed.) And if they want to Artifct on their own, share one of your unlimited Artifcts accounts with them and help them set it up.

Bring an Artifct That! Kit with you so you are not asking them for these supplies to support your Artifcting, and review our tips for taking photos of objects.

Also, if you know they plan to move or downsize, help them out by adding dimensions to their Artifcts, using helpful tags (e.g., #attic, #livingroom, #hallcloset), and filling in that ‘In the Future’ field too – does Grandpa want to sell this item, donate it, bequeath it?

2. Explain yourself! Share what Artifcts is, why you want to Artifct together, and how it will help them to share the memories and value behind all these objects with other family, friends, and potentially advisors (estate attorneys, insurance agents, wealth managers). 

3. Again, they may be older, but they were young once, too. One granddaughter said she felt like her grandma was a 20-year-old person in an 81-year-old body. Once they started to talk, the decades between them melted away. Talk with respect, listen with still greater respect, and remember they were your age once, too! 

4. Breaks are good for everyone. If you are creating Artifct after Artifct for grandma/grandpa, you’ll want a break. Eventually they will, too. It's hard to be “on” for so long and you’ll need to stretch your legs. Go for a walk, grab a coffee, or call it a day and come back again sometime soon. 

5. Hold those assumptions. Just because that portrait or vase has always been featured in a seemingly special location in their home doesn’t mean it’s what they value most. Start by asking about an object you are interested in. Then ask them to pick an item and see where it leads you both. 

6. Make sure they know you truly do want their stories. This is not homework. No one sent you. You are curious. Now, in reality, there may be details they aren’t comfortable sharing with you, and that’s okay. Avoid rushing them, embrace pauses, and let them take the lead. 

7. Ask first. Before you grab an object or take a picture, especially if they are in the picture, ask their permission so it’s clear this collaboration is on their own terms. Maybe they are more comfortable recording using their voice only instead of on video. Or maybe Grandma got all dolled up and is ready for her spotlight. Be respectful of their space and their person and ask first.  

8. Don’t argue. You may have heard the story told another way by your parents or another family member. Think of it as a difference of perspective. Record it faithfully. This may make for some fun conversation the next time the whole family is around the table as you parse through tall tales and family lore.

This is especially important if you are Artifcting with someone with any stage of cognitive decline. Let the conversation flow. Be an active, supportive listener, not a domineering guide. 

You may also be interested in these ARTIcles by Artifcts about dementia.

Tips for Artifcting with Your Grandkids

You didn’t think this was a one-way street, did you? Your grandkids may in fact have short attention spans and very narrow or different interests than your own. But this is your home, your life, so enjoy the element of surprise as you share never-before-heard stories that will capture their attention and imagination.

1. Gather a few objects in advance. If you have picked a few items you want to share, it will remove any hesitation to dive in once they arrive.  

2. Find a comfortable place. If you prefer to be in the living room, then guide them there from the get-go. Ideally your location has nice natural lighting so they can snap some nice pictures of the items and maybe even record you on video, too, if you’re game. 

3. Is anything off limits? Let them know if there are people or times of life you do not want to talk about. Conversely, if you want to talk about your parents, your career, your passion for {hobby}, let them know, and have photos, objects and other things on hand to guide the Artifcts conversation in that direction. 

4. Do you need any help with these objects? Perhaps you’ve decided to sell a collection, donate certain items, or pass keepsakes along to family members and friends. Make sure you note your intentions in each Artifcts’ ‘In the Future’ field. If your grandchild is of the appropriate age, maybe they can help get the ‘stuff’ where you want it to go next. If not, download your collection and choose the ‘Up Next Report’ to download and share with loved ones who can help you begin to downsize and/or declutter. 

5. Enjoy. Let them do the Artifcting, like your own very own biographer. That said, if you’d like to surprise loved ones with Artifcts after your grandchild has left, make sure they show you in the ins and outs of Artifcts so you feel comfortable Artifcting and sharing Artifcts from your own account and your own device.

Happy Artifcting!

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© 2025 Artifcts, Inc. All Rights Reserved.

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