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Visual Expression: A How-to to embracing art in branding

In a world of fierce competition and ever-evolving markets, businesses are constantly searching for innovative ways to captivate their audience and leave a lasting impression. Beyond catchy slogans and clever marketing campaigns, there lies an often untapped realm of creative potential—art.

Marco Barberio x Sedus

Art possesses the unique ability to ignite curiosity, spark conversations, evoke emotions, and convey messages that words alone sometimes struggle to express. By seamlessly weaving artistic elements into the fabric of a brand's identity, companies can create a visual language that not only captures attention but also cultivates a sense of authenticity in a brand’s narrative. Integrating art into branding has emerged as a transformative approach that goes beyond the ordinary, infusing brands with a distinct visual identity and establishing an emotional connection with customers.

Just pack the brand’s logo into an artistic campaign and add some aesthetic elements – done?

Here is a how-to for a deliberate and thoughtful approach

1. Take one step back and rethink your brand identity: Values, target audiences, environment, field of business, you name it. Your brand identity will be your art foundation and will guide your artistic choices aligning with your brand’s essence.

2. Research and select a suitable art style: Define the anchors for your art engagement within your branding, think also about what you currently miss in your brand’s essence, and how art can contribute thoughtfully to your brand overall. Your audience will feel the subtle difference of whether the artists were chosen wisely or just randomly. Name dropping alone won’t guarantee you any success.

3. Collaborate with artists and/or galleries: Engage in a collaborative process to develop artworks that represent your brand effectively. Work closely with the artists to convey your brand's message, aesthetic preferences, and target audience. Their expertise can bring a fresh perspective to your brand. However, please keep in mind that artists are not designers. You have chosen an artist for a reason.

4. Create a visual style guide incorporated into your campaigning: Use the art as a central theme in your marketing campaigns. Create visually stunning and engaging content that incorporates the art throughout your communication channels. Ensure that the art remains prominent, is respected, and reinforces your brand message.

5. Anticipation and adaption: Art is something lively as is branding. We are in a perpetual flow. Continuously evolve your artistic approach based on feedback and market trends to ensure it remains relevant and impactful, yet consistent.

Remember that integrating art into your branding is a creative process that requires experimentation, adaptation, and consistent execution. A one-off will never bring you in return what you wished for. Be clear about why you do what you do and with whom. By following these initial steps, you can lay a solid art foundation.

If you feel curious but overwhelmed, Aesthetics & Principles is happy to support you from the initial ideation to managing the creative process to drive the last nail into the wall. Simply reach out.

Yours truly,


A&P sidenote: Marco Barberio's collaboration with the modular office brand Sedus. He works as an artist, art director but also as a web developer and entrepreneur – multifaceted. Barberio's paintings primarily balance the dualism of realist forms and conceptual symbols which he likes to refer to as 'sampled realism.' His works ultimately offer each viewer the opportunity to contemplate the metaphors of modern digital life: layering colors and curves to raise questions about loss, knowledge, and reality.

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