Welcome to Basic Arts, a community of people changing brands and culture through a new advertising discipline called ‘basic’.

Basic is at its heart a technique of building interesting and meaningful companies, rather than interesting and meaningful advertising. It’s something that the most inspiring businesses today do instinctively, allowing them to not only create powerful brands, but also to influence society for the better.

By codifying this behaviour, giving it language that all businesses can share, we seek to make it accessible for all brands – not just the radical few.

Over time, our goal is to see the £500,000,000,000 that companies spend annually in media making brand promises be, at least in part, redirected to making those promises a reality.

Here are some things you can expect from us over the coming months:

In the meantime we here at Basic Arts are always on the look out for new opportunities to inspire people with this better way of working – so whoever you are, do get in touch as we’d love to see what we can do together. We’re based at Second Home in Shoreditch, London, and you can reach us at:

contact@basicarts.org