Brand Tone

Innovative & Experimental, Accessible & Inclusive, Artist-Centric & Supportive, Thought-Provoking & Critical, Collaborative, Dynamic & Adaptable

Brand Values

• •Accessibility
• •Experimentation
• •Artist Support & Sustainability
• •Community Engagement
• •Challenging Norms
• •Collaboration
• •Inclusivity and Equity
• •Impact

Best Practices

• •Emphasize Action and Experience: Use active verbs and focus on the experience of encountering art in unexpected ways, rather than passive viewing. Words like 'discover,' 'explore,' 'encounter,' 'engage,' and 'experience' align with their dynamic nature.
• •Highlight 'Beyond the Traditional': Consistently reference the contrast with traditional museums and galleries (e.g., 'no white walls,' 'beyond the confines of a gallery,' 'unconventional contexts') to reinforce the unique nomadic and experimental identity.
• •Champion Artists and Their Vision: Frame content around the artists Black Cube supports. Use language that shows respect for their ambition and creativity, such as 'realize artists' most ambitious ideas,' 'push the boundaries,' and 'take risks.'
• •Speak Inclusively and Accessibly: Avoid overly academic or exclusive art jargon. Write in a way that welcomes a broad audience, reflecting the mission to make art accessible to all. Clearly communicate the 'what, where, and why' of each project.
• •Maintain a Forward-Thinking and Curious Voice: Use language that conveys excitement about new ideas, future projects, and the evolving nature of contemporary art. Phrases like 'innovative,' 'experimental,' 'bold ideas,' and 'new perspectives' capture this spirit.

Social Perception

Generally perceived as a groundbreaking and vital cultural institution, particularly within the Denver art scene and beyond. Seen as an organization that successfully breaks down traditional barriers to art, making it more engaging and accessible. Artists view Black Cube as a supportive platform that allows them to realize ambitious and unconventional projects. The public and media seem to appreciate the novelty of encountering art in unexpected public spaces and the museum's commitment to fostering dialogue on contemporary issues. Recognized for its 'nomadic' model, which is understood as a flexible and dynamic way to present contemporary art.

Copy Examples

• •Headline: Art Without Walls. Ideas Without Limits. Body: Black Cube is a nomadic art museum, bringing groundbreaking contemporary art to the spaces of everyday life. We empower artists to think big and invite you to experience art where you least expect it. Discover our latest site-specific project.
• •Headline: Beyond the Gallery. Into the World. Body: Forget quiet halls and white walls. Black Cube commissions ambitious, experimental art that lives in your world—parks, cityscapes, and unexpected corners. Join us in experiencing art that starts conversations.
• •Headline: Supporting the Artists Who Dare to Reimagine. Body: At Black Cube, we champion the bold. Our artist fellowships provide the resources and support for creators to bring their most ambitious, site-specific visions to life. See how we're nurturing artistic sustainability.
• •Headline: Encounter Art. Spark Curiosity. Body: We believe art is essential for a vibrant society. Black Cube’s nomadic projects aim to inspire discovery and dialogue, making contemporary art a part of your community's landscape. Explore where we’ll pop up next.
• •Headline: The Museum That Moves With You. Body: Black Cube isn't a place; it's an experience. As a nomadic art museum, we bring experimental art to diverse communities, fostering new perspectives and a deeper connection with the art of our time. Engage with us.