Brand strategy

CHART ART FAIR needed to reimagine their own raison d'être. We asked the question why does the world need CHART? The answer is the purpose. 

CHART aldready knew what they were doing. Their position is to be "the leading nordic art fair". But why is the more difficult question. We helped them break down this bit of exstentialism and bring fundamental understanding to the organisation.  

The role of the contemporary art scene is above all to question existing powerstructures. The role of CHART as the leading nordic art fair is to challenge conformity.  We helped build CHARTS internal and external communication based on this insight. 

Analysis and strategy by Scholz & Associates. Words by Morten Wilhelm Scholz. Graphic design by Søren Hvitfeldt.

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