The Other Art Fair is an international art fair that combines boundary-pushing yet affordable artworks with immersive installations, performances and experiences. Set against the backdrop of the world’s biggest cities – their art fairs champion the belief that art is for everyone and should feel inviting, engaging and accessible to all.

Calling various locations home, including Los Angeles, Brooklyn, Sydney, London and Chicago – each fair looks to turn the traditional art world on its head while making art accessible and inviting to all.

To better reflect this attitude across the brand, we worked alongside the team at Universal Favourite in creating an updated verbal and visual identity. TONE was tasked with creating a new tone of voice for The Other Art Fair that made the brand distinctive in its own right – setting it apart from its competitors and parent organisation, Saatchi Art. This new tone of voice not only needed to capture and celebrate their rejection of the ordinary – it needed to help The Other Art Fair better express the way they believe art should be enjoyed, consumed and shared.

• TONE OF VOICE

An updated tone of voice and verbal identity that celebrates the ‘never normal’ approach the fair has to art, artists, the global creative community. One that’s distinctive, intriguing, confident (not cocky) and anything but ordinary.