Shifting Perspectives

Kunstsilo opened in May 2024 as the home of the Tangen Collection, the world's largest collection of modernist art from the Nordic countries, and the Sørlandets Collection, and as a platform for international digital contemporary art. This is shared through permanent and temporary exhibitions, lectures, concerts, workshops and events.

This ambitious project, at times challenged at a political level, required a clear brand strategy and a creative platform to match its social, architectural and cultural ambitions. Our responsibility is ongoing and covers everything from brand design, advertising and communications, editorial and social media, product development, wayfinding, visitor experience and conceptual development of exhibitions to workflow tools that drive innovation, and digital design and development, for a holistic brand experience.

The Kunstsilo brand was launched in 2022 to much acclaim. It reflects Kunstsilo's high ambitions of positioning itself as a local, national and international destination. With many moving parts, including hospitality and retail, education and research, we developed a strong and flexible identity that can grow and evolve over time.

Working with Kunstsilo, we developed an identity and communication platform centred on the theme “Shifting Perspectives” to build anticipation and engagement leading up to the grand opening.

We involved the entire organisation in the branding process from the start, strengthening its culture of innovation by giving it ownership of the process. Through extensive research and workshops, we gathered insights and ideas from every department to capture the substance behind its values and vision for Kunstsilo.

With an annual visitor target larger than the local population, and a strategic ambition to become the world's leading art gallery for children, our mandate is to create a brand that can attract and retain a broad audience. A brand with community and Nordic values at its heart, creating an inviting destination for people of all backgrounds to explore, discuss and discover new aspects of the human experience.

The brand strategy “Shifting Perspectives” is inspired by the silo's iconic architecture and represents the subjective changes that occur both in the space and in response to exhibitions and events at Kunstsilo. It is an open and reflective identity where everyone is invited to make new discoveries and have new conversations, and where perspectives shift through art and real-life experiences.

The visual identity captures characteristic elements of the silo with reference to 20th-century modernism, including its tall proportions, cylindrical forms, striking voids and brutalism.

The logo symbol is a graphic representation of the silo's cylindrical form, while the brand pattern is derived from both the architecture of the building and the logo symbol. This pattern can become a powerful visual element to help build the iconic nature of the brand, connecting the institution with the building.

The idea of “Shifting Perspectives” is embodied in the symbol through a distortion in the perception of depth.

Our custom-designed display font “Silo Display” is the centre of the typographic palette.

Overall, the visual identity aims to connect the institution with the building, creating a timeless and iconic brand.

The work with Kunstsilo continues after the opening, with new exhibitions, campaigns and digital platforms.

Read more about how we work with spatial brand experience.

Kunstsilo opened in May 2024 and has since been featured in TIME's World's Greatest Places 2024 and The New York Times' 52 Places to Go in 2025. In December 2025 the museum building, designed by Mestres Wåge Arquitectes, BAX and Mendoza Partida, received the Prix Versailles World Title as the world's most beautiful museum.