If art is to be part of a brand, it cannot be purely random or subjective. It must embody the brand concept – not the other way around. Toroot is a conceptual brand through which we demonstrate the conscious integration of art into a brand system.

Design and art are often perceived as closely related disciplines. In reality, however, they stand on opposite ends of a spectrum. Can art truly function within design—and more than that, can it become part of branding?