Tory
Custom CRM-style platform to manage clients, services, operational workflows and client curation platform
Published 2025
Client
(Private Art Logistics & Advisory Firm)
Sector
Art logistics, Asset Management
Timeline
14 months (MVP to continuous rollout and still actively evolving)
Services
Product Architecture
Product Design & Prototyping
Front-end Development
Back-end Development
AI Integration
Background Context
Tory manages a global art collection of 40,000+ works, each requiring careful tracking across shipping, storage, condition reports, viewings, and client interactions.
Before our engagement, Tory relied on a combination of spreadsheets, email threads, and a legacy off-the-shelf platform (GalleryManager). While it worked for basic inventory tasks, it wasn’t built for complex, multi-team workflows leading to operational bottlenecks, limited flexibility, and growing risk of error as their business scaled.
They needed a robust, flexible platform that could support the entire lifecycle of their asset and client operations. Specifically, the system had to:
Track all artworks and warehouse movements in real time, including changes in location, status, and condition
Manage artist records and artwork acquisition history, linking each piece to its creator, purchase details, and provenance
Support project managers and curators as they coordinated global client requests, often involving dozens of works across multiple locations
Automate key admin processes, such as generating condition reports, assigning internal tasks, and updating statuses via QR code scans
Deliver personalised, digital experiences to clients, allowing curators to share curated selections securely and without relying on third-party tools
What we delivered
We built a custom CRM-style platform for managing high-value client interactions, operational workflows, and asset records across multiple internal teams. The system was developed to support multi-role collaboration, data traceability, and end-to-end visibility with the flexibility to scale alongside evolving business complexity.
Key modules included:
Client & Record Management
A structured database for thousands of asset records, linked to client profiles, ownership history, and internal workflows. Each record supports detailed metadata, timeline tracking, and status logging — fully searchable and filterable.
Relationship CRM
Internal users manage their own client lists, assign ownership, and log all interactions across the client lifecycle with clear role-based access control.
Secure Client Sharing Tools
Curators can create private, viewing links to showcase artwork selections - removing friction while maintaining full access control and presentation quality.
Operational Workflow Engine
Projects such as shipments, conservation, or packing are tracked across departments. Each task is assigned to specific roles with deadlines, status, and linkage to relevant records.
QR Code-Based Updates
Warehouse staff scan QR codes to update records instantly during handling. This eliminates manual data entry and increases reliability during high-volume operations.
Full Data Migration & Platform Transition
As part of delivery, we led a complete migration from GalleryManager (their legacy off-the-shelf tool). This took over two months and included mapping and re-structuring thousands of records, auditing data gaps, and building a clean import pipeline, ensuring full continuity and data integrity across their client and asset base. We reverse-engineered its internal APIs to extract the data, mapped it to the new system architecture, and conducted phased testing and user acceptance before go-live. Over 80,000 records were migrated with full history preserved.
Core capabilities
Centralised Record System
Unified platform for asset, client, and workflow data, with full historical tracking |
Role-Based Access Control
|
Workflow & Task Management
Structured, multi-step processes tied to records and deadlines |
Scan-to-Update Interface
QR-based status updates by operational staff without full system access |
Secure Client Portals
Private room viewing experiences for client curation |
Legacy System Migration
Complete transition from GalleryManager with structured data mapping and QA |
Tech stack
The Tory platform was built with long-term scalability, maintainability, and operational performance in mind using modern, proven tools across the full stack.
Frontend
React.js + Tailwind CSS – Modular, responsive UI for internal users and external clients |
Backend
Node.js with NestJS – Scalable, modular backend using TypeScript, ideal for enterprise-grade services |
Database
PostgreSQL with TypeORM – Robust relational DB with full support for complex queries and data integrity |
Authentication
Stateless authentication using JWT, with role-based access control |
Hosting & Infra
AWS (EC2 + RDS) + Docker – Scalable cloud infrastructure with containerised environments across dev, staging, and production |
Caching & Session Management
Redis – Real-time caching and session storage for improved performance and responsiveness |
DevOps & CI/CD
GitLab – Unified version control, issue tracking, and continuous deployment pipeline |
Monitoring & Recovery
AWS CloudWatch + AWS Backup – Real-time monitoring, automated backups, and disaster recovery protocols |
Document & Data Tools
PDFKit / Puppeteer – Server-side PDF generation with dynamic templates for client-facing documents |
Data Migration Tools
Node.js scripts + CSV pipeline – Automated legacy data import from GalleryManager API, including validation and cleanup logic |
Outcome
Over the course of 14 months, Tory transitioned from fragmented, legacy workflows to a fully integrated, web-based platform that now powers all day-to-day operations. The system has become the central hub for inventory management, internal coordination, and client-facing activity.
Curator efficiency improved dramatically, with an estimated 60% reduction in admin time related to artwork tracking, client follow-ups, and viewing room preparation. Routine tasks that once required spreadsheets and back-and-forth emails are now handled in a few clicks.
Warehouse operations saw a more than 3x increase in turnaround speed for deliveries and internal transfers. QR code scanning and real-time updates replaced manual status logging, allowing the logistics team to operate with far greater accuracy and speed.
Company-wide adoption was rapid. Within three weeks of internal rollout, all departments: from curation and project management to warehouse and executive leadership had shifted to using the platform as their primary operational tool.
The result is a system that not only streamlines internal processes, but also raises the quality and consistency of client service while laying a solid foundation for future automation and scale.
Team involved
The delivery was led by a dedicated, cross-functional team covering architecture, design, engineering, and QA. Each role was responsible for a specific layer of the platform ensuring fast iteration and tight coordination across all moving parts.
Product Owner
|
Solutions Architect / Lead Backend Developer
|
Backend Developer
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Frontend Developer
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UI/UX Designer (Platform UX)
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UI/UX Designer (Client Experience)
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QA Engineer
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Delivery approach
Our delivery process for the Tory platform followed a structured, collaborative model, designed to balance speed, clarity, and quality. It’s the same approach we now apply across all custom product builds.
(~1 month)
Discovery & planning
We began by mapping out internal workflows, asset lifecycles, and team-specific requirements. This included reviewing existing tools (like GalleryManager) and documenting current pain points and data structures.
(~1,5 months)
UX Design & validation
Our design team developed tailored user flows and wireframes for each role, from curators to warehouse teams, ensuring the platform matched both operational logic and usability expectations.
(~9 month)
Agile Development
Engineering was structured in 2-week sprints with regular demos and feedback cycles. Frontend and backend teams worked in parallel, enabling fast iteration while maintaining technical stability.
(~9 month)
Data Migration & QA
A custom pipeline was built to extract, clean, and import over 80,000 legacy records. We ran multiple rounds of validation and user acceptance testing to ensure a smooth transition.
(ongoing)
Rollout & Adoption support
We supported phased rollout across departments, provided onboarding for team leads, and remained closely involved in post-launch support and iteration.
