Art brand

Client Göteborgs Konsthall

Industry Art

Founded 1923

Location Gothenburg, Sweden

Facing a big move from Gothenburg’s traditional culture quarters to a newly-built part of town, Göteborgs Konsthall – Gothenburg’s center for contemporary art – had to clarify its offer toward both visitors, partners and employees. Their new brand platform captures all of the things which make the art gallery stand out – from museum classes for art novices to groundbreaking exhibitions of international contemporary art.

Challenge
Since 1923, Göteborgs Konsthall can be found in a grand classicist building by Götaplatsen in Gothenburg. Its next-door neighbor is Gothenburg Museum of Art, which many visitors believe is a parent of the art gallery – though the two are separate organisations. When the City of Gothenburg began planning to move Göteborgs Konsthall to new premises in Frihamnen, far away from where it is now, the gallery’s challenges became even more clear: how can Göteborgs Konsthall become attractive and stand out as a destination and a partner?

Insight 
Well before the big move to the other side of town, Göteborgs Konsthall has to clarify its position on the market as well as its offer toward the different groups of customers. In order to be successful, all employees at the gallery had to be engaged in the process of deciding what Göteborgs Konsthall is and stands for.

Solution 
Through a series of workshops, where all employees were active, the base for the new platform was created. Then, a project group together with the Brandwork team carved out the end product, consisting of vision, core values, target groups, offer, work process, history and business idea. 

Results
The new brand platform is a support for the organization when developing their work process and communication. It acts as a guide for new expositions, collaborations and projects. The printed version of the platform has a strong visual look and a rich image material from the art gallery. Its textual and visual formation makes it excellent for internal work at the gallery as well as a way to present Göteborgs Konsthall.

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