Art Basel updated brand strategy reflects cultural shift

Art Basel is an international art fair staged annually in Basel, Miami, Paris and Hong Kong. To support the transition from a physical gathering to a multi-faceted global platform within the art industry, Art Basel employed the services of Saffron Brand Consultants to help reimagine its strategy. In the ever-changing sphere of art consumption and digitalisation, it is believed to be necessary for platforms such as Art Basel to fit a role that connects with the modern art community. Therefore, the global brand consultancy made the brand system simple and resemblant of the platform’s future ambitions: ‘To Power the World of Art’, which is echoed across all new assets.