Refract
How Brand Gravity Helped Establish the Premier Glass Art Festival
Challenge
Chihuly Garden & Glass along with Seattle Tourism wanted to create an annual “Glass Week,” a signature event that would attract both glass enthusiasts and newcomers and establish Seattle as the recognized epicenter of glass art in North America. With an already vibrant but somewhat disconnected glass art community, the challenge was to build a compelling brand, including name and identity system, that would clearly communicate their unique artistic offerings, gain credibility among artists and collectors, and establish a distinct position in the cultural tourism market.
Solution
The development of a comprehensive Brand Gravity guide created a foundation to name the event and create Refract's identity, high-level messaging, and market positioning. This strategic process defined the core purpose, personality, and unique value proposition of the brand to create a cohesive, must-attend annual event.
Key Brand Gravity Elements
Purpose Definition: Identified Refract's core purpose as "Create moments of awe," reflecting the organization's commitment to infusing visitors with new energy and enhanced perspectives.
Archetype Development: Established a brand archetype, creating a distinctive personality that transforms perspectives while fostering passionate relationships with the glass art community.
Brand Attributes: Defined six key attributes that guided communications and initiatives.
Positioning Statement: Crafted a clear position in the marketplace.
Messaging Framework: Developed the brand promise and supporting communications tools that emphasized both the artistic significance and accessible experiences.
Implementation
The Brand Gravity framework was implemented across multiple marketing channels.
Name: Developed a memorable and ownable name that infused the annual event with a must-see feel.Visual Identity: Created a distinctive identity system that reflected both the technical precision and passionate energy of the glass art community.
Messaging Strategy: Developed clear, consistent messaging about the Pacific Northwest's glass art leadership that was both artistically credible and emotionally compelling.
Results
The Brand Gravity framework helped Refract achieve significant milestones.
Event Growth: Expanded from an initial concept to a signature festival with over 90 events featuring more than 70 artists by its sixth year.
Clear Differentiation: Successfully established a unique position as the nation's premier glass art festival, creating a new cultural tourism draw that competitors couldn't easily replicate.
Consistent Storytelling: Maintained a coherent brand narrative across all touchpoints that effectively communicated the region's glass art leadership.
Market Validation: Created enthusiasm and positive feedback from artists, tourists, and media, with the festival now recognized as the definitive showcase of the Pacific Northwest glass art scene.
Cultural Impact: Reinforced Seattle's position as "America's Venice" for glass art, building awareness of the region's 700+ glass artists and strengthening its reputation as the epicenter of North American glass art.
Conclusion
The Brand Gravity framework provided Refract with more than just marketing tactics—it delivered a comprehensive strategic foundation that informed every aspect of the festival's development. By clearly defining who they were, what they stood for, and how they were different, Refract was able to successfully unite a diverse glass art community and introduce a genuinely innovative cultural tourism event.