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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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Wall Calendars: Should They Still Win a Spot on Your Wall?

As ubiquitous as it has become to gift someone a candle, back in the day of trudging a mile uphill in the snow to and from school, it was just as common to gift someone a wall calendar, especially during the winter holidays. Wall calendars were fun to pick out and available practically everywhere you shopped. They could feature stunning art, humorous scenes and quotes, or shots from nature. Some even provided fundraising dollars for causes you valued.  

But how often do you see a physical calendar on a wall in someone’s home anymore? And do wall calendars even have a place in the digital era? What does a wall calendar offer that its desktop or virtual version does not?  

Well, for one thing, the wall calendar never moves on you. It is a reliable source of ground truth as to what is going on and when in your household. Wall calendars also have a number of other advantages you’ll read about in our story today. 

As our focus for Around the House, With Artifcts this month shifts to everything that goes on your walls, we took a look around to gather some perspective on the value of wall calendars in modern times. We found some interesting and relatable perspectives that may just shift your own. Enjoy!

What Do You Want From a Wall Calendar?

As with nearly everything in life, when it comes to a calendar for your home life, you have to understand your own habits and needs first, and from that starting point you can choose that right calendar. What could you want from a wall calendar? Glad you asked: 

      • Memory boost. The physical task of writing something down has been shown to help us recall the things we’ve written more effectively than when we type them, according to Scientific American. Maybe this is why Post-it notes and now writable tablets are so popular, too. Writing activates a broader field of activity in our brains. 
      • Mood boost, too. If you love the art or subject of the calendar—majestic mountains or cute kittens, anyone? —every time you walk by you get a little boost. 
      • Design infusion. If your space needs a pop of color or additional visual interest, you can surely find a calendar theme and size that will fit your style. 
      • The BIG picture. Your life is hectic, and you want to ensure everyone is marching to the same beat with a visual and accessible master calendar. Monitor multiple schedules, coordinate major events, and keep track of important dates, holidays, and horizon moments—like family trips—with one giant calendar, a.k.a. your lifeline. 
      • Accountability. For some, the wall calendar helps with accountability as you tick off dates and you accomplish certain tasks and work through to-do lists.

What else might you want from your wall calendar?  

Millennials, being nearly tech native from their earliest years, can offer an interesting perspective on this throw back from a simpler, non-digital time when wall calendars hung in every home. We ‘listened’ to some millennials sound off via a few reddit threads and found these additional perspectives on the wall calendar: 

There’s too much going on already on our mobile phones, so a lot of that noise gets ignored. It’s harder to ignore a wall calendar.  

      • A way to see the passage of time, especially during COVID 
      • Finding enjoyment in the process of updating the new calendar with birthdays and anniversaries 
      • Remembering loved ones, human and pet, through the images chosen for personalized calendars 
      • When you work on a computer all day, it’s nice to step back from your laptop or mobile when possible.  
      • When you have young children, a physical calendar helps them learn about time. 
      • Somehow physical calendars and planners feel cozy.  

We then flipped that on its head and asked a few boomers in our lives about their affinity for wall calendars. Here were a few responses we received: 

      • Using a wall calendar ensures caregivers going in and out of our home have the same information. 
      • My kids laugh, but I still keep track of big things in their lives and our grandkids’ lives, too, so I need a big wall calendar. 
      • This isn’t about my age, but about my job as a farmer. It’s helpful to see our schedule laid out in a large format so I can visualize cycles for the crops and animals. 
      • We’ve always had one, we always will. And we still have decades worth in the closet if you want to see them. Some years there’s no white space left. Life was busier then. Editor’s note: Artifct those old calendars! They can be treasure-troves of events and memories past. Keep reading for tips on how to Artifct your calendars.

Could You Go Digital With Your Wall Calendar? 

You could go digital for your wall calendar, even pocket sized on your mobile, but is it right for you? 

Digital offers several advantages. The primary benefit is probably obvious: accessibility from anywhere. You’re at the grocery store, you’re at an event, whatever it is, you need information that is tucked inside the squares of that wall calendar. If you don’t get that information, it’s a deferred decision or another to-do added to your life. 

You might also lean on a digital calendar for the benefit of reminders. You can set them by default (one month, week, day, hour). Technology is also evolving to offer smart reminders. For example, it’s likely that before long if you add a trip overseas to your calendar, the calendar will ping you well in advance to make sure your passport gets renewed, if necessary, on time. That’s efficiency and less stress all in one. It can also remind you about prescription refills and more. 

Where can you find a digital wall calendar? We only know of one so far with size and features options that we’re eager to explore, and it’s from a well-known manufacturer of digital photo frames called SkyLight, a very logical product expansion from frame to calendar. If you have experience with the Skylight wall calendar or another digital wall calendar, we’d love to hear from you!

Traditional Wall Calendars: Before You Save that Old Wall Calendar, Consider Your "Why"

In an amusing thread on reddit, a discussion unfolded when a poster shared a website that would tell you when the dates on your calendar would align again in a future year. One commentor passed on that idea, claiming they would end up at the dentist office on the wrong day. Ha! Another felt this was a stretch too far to upcycle and leaned toward hoarding behavior. (But does it? Learn more about hoarding disorder.)  

Historically, many people have treated calendars like journals, the ephemera of life, a record easily shared with others to remember what consumed our days, big and small, “back then.”  

Some calendars these days are designed to be upcycled based on the beautiful, high-quality printed images on each month, which are easy to slice out and frame or even affix to cardstock to create a greeting card. Some large wall calendars like those created by School House (and pictured in the banner at the top of this story), are designed to be flipped over to enjoy the design on the back when the year is over.

Clock, calendar, and stepping stool, situation in a home

 
 
Wall calendars work hard! They fill space, keep everyone walking by informed, and give you a sense of time and structure for your year.

Artifct those calendars!

Now that we can simply take digital photos of the calendars and/or digitize them, we suggest going back through that particular collection and considering whether it’s time to ditch the hardcopy. Consider Artifcting the calendar before you recycle to keep the memories and for reference back to potentially important dates. If it’s a monthly calendar, choose a month or two or three for the photos to feature in your Artifct and attach a scanned copy of the complete calendar in the documentation of your Artifct. Done!

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© 2025 Artifcts, Inc. All Rights Reserved.

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Evenings with Artifcts, Spring 2025 Series Recaps

We're delighted to bring back our Evenings with Artifcts series with topics hand picked by members of the Arti Community. When surveyed, our community had some very strong ideas on what topics mean the most to them. Topping the list, to our delight, was the art of pairing stories with 'stuff.' While not surprised, we were delighted and we love breaking down the reasons why researchers find story telling is so valuable, useful strating points and structures, and most importantly, how we can help you here at Artifcts to tell your stories, your way!

But joining us this spring will be a wide collection of professionals who will deliver insights that will leave you better prepared for all life brings us, surprises and all. Stay tuned and join in!

Mark your calendars for Tuesday evenings at 5 p.m. PT/8 p.m. ET from April 8th through May 6th. We send out RSVP details each week in our e-newsletter and on our social media channels (Instagram and Facebook). And please share with friends, family, and others you meet. The more the merrier!

If you missed any of our past Evenings with Artifcts, catch up now!

 
 
 
 

ENJOY A RECAP OF EVENINGS WITH ARTIFCTS, Spring '25

 

Evenings with Artifcts: Stories + 'Stuff'

Week 1: Stories + 'Stuff'

STORYTELLING, RESEARCH INSIGHTS

 

Related content: 

- Watch the replay on YouTube ->

- Download a summary of tips and resources from ARTIcles by Artifcts on the art of stories.

If you'd like to suggest a topic or speaker for future events, share with us at Editor@Artifcts.com.

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© 2025 Artifcts, Inc. All Rights Reserved.

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If Walls Could Talk

Hello April, and hello to our fourth installment of Around the House, With Artifcts. This month’s focus? Our walls, and all the ‘stuff,’ photos, mementos, art, and more that make their way into our hearts and eventually onto our walls.  

So Many Frames! 

There is no precise figure on how much Americans spend annually to frame their photos and mementos, but the global picture framing market was valued at $9.3 Billion in 2022 and is expected to reach $14.67 Billion by 2031, according to the team at Straits Research. Entire companies, such as Framebridge, Frameology, and Keepsake Frames exist with a singular purpose: to frame your ‘stuff,’ from photos to kid-art to travel mementos. They are hoping to cash in on the custom framing market, once dominated by established brick and mortar chains such as Michaels.  

Adding to the myriad of choices you can now make as to what you’ll frame is the complexity of framing itself. You have dozens of choices and endless combinations including types of wood, mattes, and glass. Do you know the difference between museum glass and conservation glass? It gave our co-founders pause! Conservation glass blocks 99% of UV rays, whereas museum glass does that AND provides less than a 1% light reflection. This can dramatically change the view, so to speak, depending on where you intend to hang your piece. 

So many choices. So much money. That said, we’ve yet to encounter a frame that can tell you the story or history of the object under that optimal museum quality glass. Why is THAT photo in a frame? Better yet, who is that in the photo? And what are they doing? What’s the story behind the ticket stub or hotel room key so lovingly matted and preserved for all to see? Oh, and that’s a cool pennant! What’s it doing in a frame?  

Stories and Frames Go Better Together 

Our co-founders LOVE looking at ‘stuff’ in frames (and they love framing ‘stuff’), but they also love the stories, histories, and memories often captured within those four wood-bound sides and UV protective glass. It should come as no surprise that here at Artifcts, we think stories and frames go better together. 

A couple of years ago Ellen was in a home in New Mexico concierge Artifcting with a bachelor in his late 70s who had a collection of really old documents and currency framed in his stairwell. His passion in sharing the history was captivating and they were top of his list to Artifct. “It’s not like I can get my great nieces and nephews to stand still to learn this history.” 

So how do you ensure that the story, history, or memory that prompted you to invest in a frame in the first place lives on for generations to come? Our co-founders share their favorite tips below to help you get started as you tell the stories that live on your walls, one object at a time! 

 

One of Ellen's favorite moments on her walls. Click to view the Artifct! 
  • Heather has a rule that if it goes into a frame (and on a wall), it must be Artifcted first. Her husband and daughter know the drill, and thanks to the Artifcts, all the stories and memories hanging on their walls (even the ones her daughter is too young to remember on her own!).  
  • Don’t let the perfect story trip you up! Sometimes simply stating a fact, like what the item is and how it came into your life, is a great starting point for an Artifct. You can always add details or favorite memories later.
  • Add an Artifcts  QR code sticker to connect the physical item with the digital Artifct. Heather’s second rule for anything that goes on her walls is that once it’s Artifcted, it’s stickered, ensuring that if anything happens to her or her husband, their children know what’s what (or in the case of framed photos, who’s who!), and why it mattered to them. Bonus! Fill out the 'In the Future’ field in your Artifct, and your family will have a roadmap for what happens next to all your ‘stuff.’
  • Add audio or video to really bring photos, art, and other framed mementos to life! Ellen and Heather are not shy about asking others to record a short audio or video snippet if they gift them a hangable item. Heather’s husband was put on the spot to share his story after gifting her a print from a trip to Chile. That's love! 

 

Got a favorite framed future Artifct hanging around your house? (See what we did there?) Take a moment to Artifct That and share with us at editor@artifcts.com for a chance to be featured in an upcoming edition of our curator’s choice series.  

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Looking for more tips to get started? You might enjoy these ARTIcles as well!

How To Artifct Art

How To Artifct That Photo

Memories At Home Checklist

© 2025 Artifcts, Inc. All Rights Reserved.

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