Overview
Established by three gallerists in Switzerland, Art Basel has evolved from a single art fair into the preeminent contemporary art platform. It has become a driving force in both international and local art scenes by forging connections among artists, galleries and collectors.
But even the biggest brands face change. Shifts in cultural trends and technology have reshaped how we experience, collect and trade art.
We collaborated with Art Basel to navigate these changes, developing a new strategy to support their evolution from a traditional physical gathering into a dynamic, multi-faceted catalyst in the global art world.
The contemporary art world is going through significant changes. Leading cultural institutions cater to a more discerning audience; traditional museums face global competition for immersive experiences; and younger, more diverse collectors are breaking through the elitism of the commercial art world.
Art Basel recognised they needed to evolve. Existing as solely a physical meeting place for gallerists and collectors no longer fit their dynamic business.
In response, our collaboration redefined Art Basel’s role to meet the demands of a more interconnected art community, embodying its progress and future ambitions. We developed a strategy to help them navigate industry disruption, simplify complexity and connect all their activities towards a single goal.
Art Basel has always been about creating intersections where diverse ideas, disciplines, and cultures converge.
But now, how and where these things converge has taken a different dimension.
We aimed for a new purpose: to help them grow beyond physical interactions and fairs, serving as a platform for a diverse ecosystem of experiences.
With this, Art Basel’s new north star began to take shape.
Saffron helped us redefine our identity in a way that truly reflects our ambition to power the world of art. Their work has been instrumental in our transition from a traditional art fair to a global cultural activator.
Noah Horowitz
CEO, Art Basel
Our research led us to the conclusion that Art Basel's role is not just to facilitate but to activate: creating opportunities, building human connections and energising the art community all over the world and throughout the whole year.
Art Basel accelerates opportunities for the art ecosystem, pushing the boundaries of creative excellence. That’s how they’ve built their reputation and their brand: powering the culture, opportunities and unique relationships that pull people and art closer together.
Art Basel’s new brand strategy reflects its brand purpose—To Power the World of Art.
With this new strategy to guide it, Art Basel is positioned as a global cultural activator collectively elevating creative excellence, pushing creative boundaries and powering the world of art with best-in-class experiences.
Through our partnership with Saffron, we've been able to articulate a brand strategy that is both innovative and reflective of our core values. Their work has provided us with the tools to engage a more diverse and interconnected audience.
Annick Meyer
Global Head of Marketing, Art Basel
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