Challenge

Macklowe established a differentiated position in the contemporary art space by curating compelling works and fostering personal, trust-based relationships with collectors. Its growth was fueled by a strong point of view, a discovery-led experience, and a gallery environment that felt human and intimate—qualities that helped it cultivate a loyal collector base and surface emerging artistic voices.

As the gallery expanded digitally and collectors began engaging across more channels, Macklowe reached an inflection point. Evolving expectations around personalization and communication created a need for a more structured approach to organizing and activating collector insights. To scale its high-touch service without losing the qualities that made it distinct, Macklowe partnered with Bueno & Co. to evaluate how client information was captured and used, identify opportunities to modernize engagement practices, and define the strategic foundation for a more cohesive, data-supported collector experience.

Solution

Bueno & Co. conducted an in-depth content strategy engagement designed to clarify Palona’s narrative and translate its value proposition into tools that could support both sales and market education. Through a platform immersion, content audit, and collaborative working sessions, we evaluated existing materials—including sales collateral, blog content, and messaging frameworks—to identify opportunities for refinement and alignment.

We then developed a refreshed content system that elevated Palona’s positioning, articulated customer pain points and outcomes more directly, and introduced a structured storytelling arc that made the brand’s capabilities more intuitive to prospective clients. This work culminated in an updated content plan, published thought leadership, and a redesigned sales deck that visually and verbally reinforced the platform’s unique advantage in driving scalable growth.

By introducing new perspectives, frameworks, and communication best practices, the engagement helped the team reimagine how to translate platform features into compelling proof points—expanding the ways Palona could show, not just tell, its value to the market.

Results

Palona emerged with a clearer, more persuasive content engine that aligned its narrative, sharpened its positioning, and equipped its sales organization with tools that support confident, consistent conversations. The work created a foundation for scalable storytelling—one that unifies brand, product, and commercial goals while enabling the team to better articulate the outcomes users can expect. With a strengthened message and refreshed collateral, Palona is better positioned to accelerate growth and deepen relevance in a rapidly evolving category.