Brand concept & narrative, naming, brand strategy and creative direction for Kontemplate, a cultural project centered around contemporary art. And whose naming arises from an essential act: Contemplate. A word that evokes an act of understanding, of reflection. And whose C is replaced by K, not only as an act of rebellion when changing the rules of access to the art world but as a reference to the Greek myth of Kora and the origin of painting. Its identity speaks of a line that separates two worlds, two ways of understanding the world of art, a before and an after, two typographies that speak of the previous and the new, with a different angle of seeing things. To complete its meaning I developed a claim: "The end of art", because every end gives rise to a new beginning. Art Direction: Pablo Torrado.