The medium is the message and the brand is the medium

Paraphrasing Marshall McLuhan’s famous phrase: “the medium is the message”, it is safe to say that today the medium is the brand. Therefore, existing communication should be redefined. The brand itself should generate exceptional content.

Art branding

Georgia O’Keeffe, or artistic personal branding from a century ago

“Men consider me to be the best female painter. And I think I am one of the best painters,” Georgia O’Keeffe, one of the pioneers of American modernist painting, was reported to say of herself. Long before Instagram existed, O’Keeffe was the ‘curator’ of her own artistic persona, remarkably consistent and distinctive. She built her recognisable aesthetic brand at a time when moodboards and visual identities did not yet exist.


Brand World Reflected in Display Windows

What can we see in a shop window? Our reflection and/or consumption desires. In both cases it depends on a brand (in the first one also on the light). Because behind the glass, there can be the brand’s sparkling, intriguing world or withered artificial flowers and a plastic elephant.

Art branding

A High Quality Niche. Frant x Filip Pągowski

About building a premium liquor brand; about why it is worth finding our own niche instead of engaging in mass production; and about the pre-war elegance of cooperation with Filip Pągowski. Aleksandra Dobrowolska-Grobel talks to Dorota Żylewicz-Nosowska, Frant brand founder.

Art branding

Visual field. 2 – Carpaccio or eating with your eyes

Think about how many less or more recognisable brands or huge and small companies come to mind whose names include the word “art”, either in English or in its Latin version “ars”, as a prefix, suffix or interfix. Some of them can really be associated with artistry, sophistication, sensitivity (including the aesthetic one) or brilliance and acuteness. Most, however, similarly like in the world of actual art, represent an average level at best. And there are also those being as far away from these values as possible.

Art branding