OUR PROCESS
Our process of facilitating comprehensive, effective, and efficient collaboration between brands and artists involves five steps:
1. WATCH
2. MATCH
3. IDEA GENERATION
4. ARTISTIC CREATION
5. ART STRATEGY IMPLEMENTATION
1. WATCH
Focuses on observation and research, including brand analysis and art trends monitoring.
This phase helps gather valuable insights and understanding of the current state of the brand, as well as identify new communication opportunities.
2. MATCH
Involves careful selection and pairing the brand with the suitable artist. Assessment of the compatibility between artists and brands is made across multiple dimensions to ensure the best possible collaboration.
3. IDEA GENERATION
Development of ideas, exploring various concepts and possibilities. The creative brief plays a vital role in this phase as it defines the collaboration's goal and helps align the artist's capabilities and creative vision with the brand's objectives.
The creative brief also serves as a reference point throughout the collaboration, helping to maintain focus and consistency.
4. ARTISTIC CREATION
The artist brings ideas to life and creates a piece of art or other forms of expression that blends vision and artistic style with the brand’s identity, values and desired image.
The artwork becomes a symbolic and visual embodiment of the brand, representing its essence and uniqueness. We take care of all production aspects.
5. ART STRATEGY IMPLEMENTATION.
The final step involves elaborating and implementing of a well-defined art strategy to integrate the artistic creation into the brand’s communication initiatives, engage the audience, and reinforce the brand’s image.
Some of the tools we use
Some of the tools we use
Branding Analysis
Helps the brand understand its identities, perceptions of its audience, methods of engagement, and key cultural aspects that may be important in creating an art branding strategy.
An interactive session to help identify and articulate the brand values and identity. We identify the fundamental principles that guide the brand's actions and decisions. These should be deeply ingrained and non-negotiable. They form the ethical backbone of the brand. Art and creativity are powerful tools in shaping a brand's identity. However, it's important to ensure that the creative elements align with the brand's core values and messaging. Inconsistencies can confuse customers and dilute the brand's impact.
Based on Carl Jung's theory of archetypes, identify which universal symbol or character best represents your brand. This could be the Hero, the Creator, the Explorer, etc. This archetype will guide the brand's personality and the way it interacts with its audience.
Develop a visual and sensory identity that reflects the brand's values and identity. This includes not just visual elements like logos and color palettes, but also sensory elements like sounds, textures, and scents.
Art and creativity can significantly influence how a brand is perceived by its audience. It's crucial to understand the target audience's tastes, preferences, and cultural sensitivities. The art and creative elements used should resonate with the audience and foster engagement.
Consider the broader sociocultural context in which the brand operates.
This includes understanding the values, attitudes, and behaviors of the brand's target audience, as well as broader societal trends and issues.
As a brand grows and evolves, its creative elements should be able to adapt and scale accordingly. This includes being able to translate across different mediums and platforms, and potentially across different cultures and markets if the brand expands internationally.
In a crowded marketplace, art and creativity can help a brand stand out.
However, the challenge lies in finding a unique creative approach that differentiates the brand while still being relevant and appealing to the target audience.
Guided activities to help participants explore how art and creativity can express their brand values and identity. This could include brainstorming sessions, mood board creation, and sketching exercises. Participants can then present their ideas to the group for feedback
Art and creative projects can be resource-intensive. Brands need to consider the costs involved and weigh them against the potential return on investment. This includes not just direct financial returns, but also indirect benefits such as increased brand awareness and customer loyalty.
Art and creativity can significantly influence how a brand is perceived by its audience. It's crucial to understand the target audience's tastes, preferences, and cultural sensitivities. The art and creative elements used should resonate with the audience and foster engagement.
Develop a visual and sensory identity that reflects the brand's values and identity. This includes not just visual elements like logos and color palettes, but also sensory elements like sounds, textures, and scents.
Art Strategy
Help brands understand the potential of art and creative projects to convey their message and values.
The first step in this matchmaking process is to gather as much information as possible about both the artists and the brands. Factors to consider include: Medium, aesthetics, location, demographic, past experiences, genre, personal and professional values, ESG politics, Brand: Identity, style, target audience, location, scale of project, prestige, brand values, ESG politics
This involves finding potential matches based on the analyzed data. Matches can be based on compatibility across multiple dimensions: aesthetics, values, target demographics, location, experience level, cultural fit, social media presence, financial expectations, past collaborations, technological compatibility, sustainability practices, quality of past work, risk tolerance, artistic freedom, communication style, future vision, public image, innovativeness, adaptability, ethics and compliance, physical capabilities
Matchmaking
The matchmaking process aims to foster mutually beneficial collaborations by identifying artists and brands with compatible aesthetics, values, and goals across multiple dimensions such as style, identity, target audience, and past experiences.
Guided activities to help participants explore how art and creativity can express their brand values and identity. This could include brainstorming sessions, mood board creation, and sketching exercises. Participants can then present their ideas to the group for feedback
Interactive session to help participants identify and articulate their brand values and identity. Activities could include individual brainstorming, group discussions, and exercises to create a "brand identity canvas"
A creative brief is a crucial document that outlines the strategic direction and goals for a creative project. Is the final document of the whole process, followed by the artist's independent work, which is an emanation of his interests and sensitivity