Tono de Marca

academic, minimalist, and intellectual

Valores de Marca

• •Artistic Research
• •Context-Specificity
• •Interdisciplinarity
• •Conceptual Rigor
• •Archival and Dissemination

Mejores Prácticas

• •Maintain an Objective Voice: Write in the third person. Use clear, direct, and descriptive language that avoids hyperbole, slang, or overly casual phrasing. The focus should always be on the art and the artist, not on the brand as a personality.
• •Use Precise and Specialist Terminology: Do not shy away from using academic and art-specific terms (e.g., "practice-based research," "site-specificity," "material inquiry"). This reinforces the brand's position as an expert platform and speaks directly to its target audience.
• •Prioritize Information and Clarity: Structure all communications to be informative and unambiguous. Key details such as names, titles, dates, and conceptual underpinnings should be presented clearly and concisely.
• •Ensure Visual and Textual Minimalism: Let the artwork be the primary focus. Copy should be supportive, not dominant. Use clean formatting with ample white space. On platforms like Instagram, the caption should serve as a concise, intellectual label for the visual content.
• •Direct to the Archive: Consistently use social media and other communications as a gateway to the more comprehensive content on the ogaard.org website. End posts with a clear call-to-action that encourages deeper engagement with the project documentation and research.

Percepción Social

Øgaard is perceived as a serious, specialized platform within the contemporary art community. Its audience is likely composed of artists, curators, academics, researchers, and students of art. The brand is not aimed at the general public, and as such, its perception is one of exclusivity and intellectualism. The engagement on its Instagram, while modest in numbers, reflects a knowledgeable audience that understands the conceptual nature of the work presented. The perception is that of a credible and respected contributor to artistic discourse rather than a commercial entity.

Ejemplos de Copy

• •Øgaard is pleased to announce [Project Title], a new site-responsive installation by [Artist Name]. The work investigates the geological and social strata of [Location]. On view from [Date] to [Date].
• •Now available: '[Publication Title]'. This new volume documents the research and material process behind [Artist Name]'s recent work on acoustic ecologies. Order via our website.
• •Øgaard invites proposals for our 2026 program. We seek projects grounded in critical research and a direct engagement with place. Submissions are open until [Date]. Link in bio for guidelines.
• •A material detail from [Project Title]. Here, [Artist Name] utilizes reclaimed industrial surplus to map the site's forgotten economic histories. The full project archive is accessible at ogaard.org.
• •In collaboration with [Partner Institution/University], Øgaard presents a symposium on art and post-industrial landscapes. This event convenes artists and thinkers to explore new models of practice-based research. [Date].