Cool Hunting

Using art for brand communication requires finding that tiny, pointy apex fusing creativity, corporate branding and audience to create a message that's strong yet subtle and meaningful yet simple. To pull it off requires not only creative finesse and an appreciation for branding, but also an intimate understanding of audience and human response. It's a tough gig, and few perform it well. In Australia we've seen Timothy Neve succeed with a string of art-inspired marketing achievements, and now the Quebec-based duo of Mathieu Doyon and Simon Rivest is making noise in Canada with creations that "appropriate certain established conventions and strategies in advertising and transpose them to an artistic project."