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Imagine The Unimaginable



Brand Strategy for a Contemporary Art Salon



Challenge





Introducing fresh perspectives in the 21st century is getting easier through social media strategies. The essence of the new decade is how we can synthesize tools, technologies and different kind of design approaches. As an experiment, we decided to change the perspective of art consumption by creating a multi-channel campaign in both online and offline spaces.



THE FUTURE OF DIGITAL PUBLISHING



Not just the process of content consumption is getting faster and faster, but the speed of content itself is constantly increasing. Audio and video contents, besides motion graphics, became an essential part of our daily lives, and therefore digital publishing needs to find new ways to evolve.



Campaign





Art Salon was opened in December 2019 and as a part of the pre-launch campaign, the catalogue aimed to represent the mission and non-profit services of the physical location. The core of the multi-channel campaign was based on the concept of a living catalogue, filled with moving elements, videos, animations and link integrations.



Events





Art shifts towards fashion and lifestyle trends and among the traditional "white cube" atmosphere, people need a straight-line connection with artists themselves. As a solution Art Salon aims to become a bridge between the conventional and non-conventional sectors to provide knowledge transfer in a more casual way.



THE FUTURE OF PUBLISHING



If it was a book your phone could bring it to life.



NEW MOVEMENT OF TECHNOLOGY



Augmented Reality allows publishers to create new dimensions of books by linking classical content with digital. The digital layer opens the doors to a whole new world of possibilities and allows users to experience content consumption from a totally different angle. The future is now.



Creative Direction





I envisioned the main concept for the catalogue that was part of the soft opening campaign for the Art Salon. The core inspiration for the Imagine the Unimaginable campaign was the 'Universe' as a symbol of the Art Salon, where people can meet, collaborate and unite their personal 'Microverse'. Connected to the concept all participants had to describe the definition of the Universe in their own words, which was also included in the catalogue. Design elements were determined by the cosmic colours and photo-cuts were used in the event design templates. Consistent typography was selected for LAVOR Collective, which gave the foundation for the official brand identity. Last but not least, the catalogue was filled with motion design elements, that brought the experience to life.



Deliverables





The primary goal was to raise awareness, collaborate with various people from the Hungarian art scene and introduce the launch of the Art Salon to as many people as possible. As part of the collaboration, a series of interviews were shot with the participants who were included in the catalogue, which was later promoted in the mini-interview series called LAVOR Stories. The contributors got an opportunity to participate in one of the following event thematics and pick one from the six main formats: Live Session, Picnic, Spotlight, Artist Talk, Workshop and Microverse. As a result, 4 full-house events were held in the Art Salon out of 7 events, with a small marketing budget. Most of the graphic design elements were designed to run ads on social media platforms such as Instagram and Facebook which were the two main channel of the advertising srategy. Under the one and half month campaign, we increased the engagement by 800% and almost doubled the number of followers on Facebook.



Team





Fatima Baigorria • Graphic Design

Attila Fekete • Motion Graphics

Boglárka Báthory • Animations

Gábor Zoltán Tóth • Videography

Ágnes Vedres •​ Content Curation





Be aligned,
Be aware.





⚪ no.name.just.soul


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