Iconoklast. Fine Art Unlocked

Too often perceived as elitist and reserved for a privileged few, art has remained frozen—detached from everyday life. Iconoklast challenges this assumption. Here, art is no longer owned: it is shared, it circulates, it enters interiors and comes alive through new perspectives.

Renting instead of owning
Iconoklast introduces a pioneering rental model, a new way of experiencing art. The Swiss start-up makes works accessible to everyone, without barrier

A branding between structure and emotion
The visual concept draws inspiration directly from a master painting. Structure: the canvas, the frame, the proportions, the composition. This logic shaped the design of Iconoklast. It translates into a precise modular grid and a Swiss typeface, geometric and controlled. Balance, stability, rigour. In contrast, emotion emerges through a serif typeface, more expressive, more human. It conveys the sensitivity of the gesture, the vibration of the line, the warmth of the gaze. This dialogue between reason and emotion crystallises in the logo. The A becomes a point of balance, a meeting place between the frame’s structure and the freedom of the gesture. A simple, strong, and meaningful symbol.

A campaign that unlocks art
With Fine Art Unlocked, we found more than a tagline: a manifesto. Three words that encapsulate Iconoklast’s mission—freeing art, making it alive, and making it accessible to all. The campaign translates this idea through minimalist posters, where each work finds its place in your home.

Results

• An accessible identity, recognised for its Swiss precision.
• A brand that speaks to everyone: enthusiasts, young collectors, and the simply curious.

Credits

Creative Director: Alexandre Pugin | Managing Director: Raphaël Pasquali | Account Director: Marie Combas | Strategic Planner: Claude-Anne Schumacher | Art Director: Anaël Bouglé | Account Manager: Yasmine Ahamed | Head of Design: Lafko Heufemann | Designer & Motion: Nicolas Calame

Iconoklast

Client

Services