I had the pleasure of working on the Art Basel brand during a dynamic time. Over 24 months, we achieved a global rebrand, developed six creative campaigns, and introduced two new brands. We also produced the Year Book and launched Art Basel’s first video series. It was a period filled with strategic growth and creativity, enhancing Art Basel’s global presence.
Global Brand Development · Global Creative Campaigns
Together with my team, Jonathan Barnbrook and his studio of merry(wo)men, I led the global brand refresh, overseeing the implementation of a refreshed logo, two custom fonts, and a new colour palette. During my tenure as creative lead for two years, we developed a global campaign concept tailored for rollout across Basel, Hong Kong, and Miami. Additionally, my team managed the design of signage across these regions, produced various print materials including the Yearbook, and executed numerous other creative projects.
All campaign photography was shot by Alastair Philip Wiper
Art Basel Cities · Brand Development · Photography · Videography
With Marina Willer’s Team at Pentagram, we introduced the first new sub-brand within the Art Basel brand architecture, ensuring it stood apart from the Fair brands while maintaining a recognizable connection. Art Basel Cities was designed to bridge local and international communities through a dynamic and intellectually engaging multi-year program. Our campaign imagery for Art Basel Cities was inspired by the concept of uncovering unnoticed beauty in the ordinary, fostering unique connections, and encouraging meaningful dialogue.
The campaign photography was shot entirely by local photographers - Alejandro Chaskielberg, Gaston Perello and Jorge Minio
Photography · Videography
We created the first-ever video series for Art Basel channels, designed as a modular asset for future expansion. Working with a streamlined setup, we initially collaborated with Zurich-based videographer Simon Ramseier, who managed each destination solo with a minimal gear setup. The sound design was crafted by Basel-based sound architect Thomas Rechberger. We developed each video's narrative in collaboration with the Art Basel PR agency and, eventually, our in-house editorial team. The aim was to humanize the gallerists, showcasing their passion and dedication to their work, and highlighting how they transform their intrinsic purpose into a business, connecting artists and buyers with genuine enthusiasm.
Photography · Videography
We developed videography and photography services tailored for Art Basel shows, focusing on creating compelling highlight reels and engaging social media content. Our approach involved capturing the essence of each event through dynamic video footage and striking photographs. These assets were meticulously curated to resonate with Art Basel's global audience, enhancing the event experience both onsite and online. Our team ensured seamless production from filming to editing, delivering content that amplified the vibrancy and cultural significance of Art Basel's exhibitions.
We worked with local and international photographers, videographers and editors such as Simon Ramseier, Tobias Bühler, Tara Sgroi, Brian Sassman and Lea Meienberg.
Videography · Social Media