In late 2018, we proposed a strategic repositioning of Vienna Art Week.
We suggested a fundamental change in strategy, moving from a gatekeeper model to a digital approach to open the event to the outside world, and proposed to create a digital platform to empower the artists themselves to shape Art Week and its events. MGD was then asked to create proposals for a new communication strategy.
We started with the old brand and modified it to make it appear more open. The new site is supposed to be predominantly user-created, with new features such as QR-coded promotion, interactive Themes, Art Walks (guided tours made by artists to let visitors experience the city in new ways), Art Circles (user groups with special interests) and Art Links (cooperations with companies).
(C) Mario Gagliardi Design
In the new brand proposal, the letters are rotated 45 degrees to the left to free them from their former rigidity. The thin line to the left becomes an open V to communicate an open vessel for art and creativity.
