NOT THAT KINDA PARTY (anymore)

Once an iconic art world event, Art Basel had evolved into something more: a global brand. 

It was time to formally define it, for all. 

In close partnership with design,  I developed the Art Basel brand voice framework which evokes a sense of authentic sophistication. 

Given their increasing mainstream embrace, it was important to keep the tone approachable—without sacrificing a sequin of cachet. This struck the balance. 

The result? Clarity with clout.