Aspire Art

Arts & Culture

May 10

Aspire Art puts Africa first. The art auction house approached Breinstorm Brand Architects (BBA) for a brand strategy that could help them to thrive in the coming years in a very competitive market.

The brief

BBA was tasked with developing an integrated marketing communications process for Aspire Art. We evaluated where the company/brand was and workshopped their purpose together. As we discovered that they play an important role in the arts ecosystem beyond the physical and live auctions they hold, we dropped auctions from the name (Aspire Art Auctions became Aspire Art).

We added an animated graphic/signifier to their name that showed their full list of services (auctions, exhibitions and advisory). A new visual identity that centred Africa was rolled out across all communication touchpoints (newsletter, social media, print adverts and website). We also set up a new naming convention for their auctions, to help Aspire stand out, and developed a visual identity for each auction that represented these unique names.

The transformation

Aspire Art puts Africa first. We invest in the long-term value of collecting African Art.

Internal brand alignment workshop

BBA kicked off the integrated marketing communications process with an internal brand alignment workshop with the Aspire Art leadership team. With BBA’s guidance, Aspire’s leadership team uncovered the brand’s unique and compelling reason for existing and succeeded in drafting a brand purpose statement.

Media communications plan

A tactical plan, which was updated and actioned weekly, was set up and executed. This was done under the umbrella of an integrated marketing strategy.

Social media plan

On the chosen social media platforms, Aspire Art established itself as a forward-thinking arts organisation that puts African art first, and offers up-to-date information about the continent’s developments in the arts.