Branding Light Art Gallery of Ontario-LAGO
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Overview
The Light Art Gallery of Ontario (LAGO) derives its name from the Spanish word for lake, reflecting the body of water located in front of the gallery. The term "Light" emphasizes light's significance in traditional and modern art.
Goal
LAGO would like to present itself as more accessible, increase visitors and become an essential part of the national identity and heritage of the Canadian art scene.
Target audience
Local emerging artists, art lovers, organizations, tourists, the general public, donors, and corporate sponsors.
Engagement
As part of the brand strategy, the gallery will invite visitors to engage in a scavenger hunt during opening nights throughout the year, where they will uncover clues in the form of symbols scattered across the gallery. As they find each clue, visitors will gather the symbols by marking their map with the corresponding stickers.
Education
Each clue will provide more information based on specific themes. In the first iteration, the gallery will offer insights into art history. This initiative aims to attract a younger audience to the gallery and ensure they leave with a positive experience. At the end of the game, visitors will receive a flashlight which connects to LAGO's name and its principal meaning based on light.
Community Collaboration
The gallery intends to expand its outreach beyond its physical location. It plans to collaborate with artist magazines in the city to engage with emerging artists, aiming to connect with a broader audience interested in contemporary arts. This initiative emphasizes the gallery's commitment to fostering greater accessibility and visibility in the contemporary art scene.
© 2025 by Sara Vargas Nessi.