Art Basel

Culture & Media

For over half a century, Art Basel has connected artists, galleries and collectors, accelerating opportunities across the global art community.
We first partnered with Art Basel to help evolve their brand from a traditional fair into a dynamic industry catalyst. Now, to remain at the forefront, we collaborated again to create a platform that pairs its curatorial rigour with emerging technologies.  
The result is Zero 10: a curated program for art of the digital era that expands Art Basel’s ecosystem while reinforcing their commitment to forward-looking practices.

ANEW, AGAIN

Contemporary art is shifting. Artists are experimenting with new technologies, galleries are blending the physical and the digital, and collectors are engaging in new ways.
To reflect this evolution, we looked for inspiration that could link eras, a moment where Art Basel’s heritage and their future could meet.    Malevich’s pivotal 1915 avant-garde exhibition Last Futurist Exhibition of Paintings 0,10 in Petrograd offered that conceptual bridge. A decisive break that redefined art and still shapes practice today.
Reimagined for today, ‘Zero’ signals a new point of departure, while ‘10’ suggests momentum and technological progress.

<h2>Revealing the unseen</h2>
The iconic 0 10 symbol anchors the identity, acting as an adaptable frame for artists, formats and ideas while signalling openness to experimentation. Zero 10’s design system is inspired by this versatility. The identity shifts with its context, standing solidly on its own while integrating naturally alongside both the art it presents and the Art Basel brand ecosystem, comfortably coexisting with fairs from Miami to Hong Kong.

ACTIVATING THE NARRATIVE

Working as an extension of Art Basel’s teams, we decoded complex audience behaviours to build a high-impact messaging strategy. This framework scales the brand’s reach by delivering a ready-to-use toolkit for every stage of the journey.  
The result: a brand equipped to attract, educate, and convert new audiences with total relevance.

GLOBAL AND ICONIC

Zero 10 travels the world, so its name is designed to be recognised and understood across languages and cultures.   
The written expression Zero 10 conveys the essence of its namesake while adapting it for a modern, global audience. The 0 10 lockup preserves the open space between ‘zero’ and ‘ten’, aligning the visual symbol with the spoken name and reinforcing its iconic character.

NOAH HOROWITZ

Our partnership with Saffron gave us the creative space to experiment and the insight to build a platform that deeply engages our community with absolute authenticity.

CEO, Art Basel

EMERGENT FUTURES

With Zero 10, Art Basel pairs curatorial rigour with innovative experimentation, expanding into the digital world while bringing art and culture even closer together.   
In its debut at Art Basel Miami Beach, the platform made an immediate impact, connecting with new audiences far beyond the traditional art world.   
The first preview day alone saw seven-figure blue-chip sales, including several entirely sold-out collections. The launch was also embraced across the crypto-digital-art community, drawing attention from artists, collectors and generative art platforms alike.   
Now, it continues to grow across Art Basel’s global fairs as a platform for the future of art.

Expanding Art Basel into the digital era

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