twice buro: communication strategy
COMMUNICATION THEORY IN DESIGN AND CURATORIAL PRACTICE
Communication theory helps us understand how people share ideas and create meaning through events, exhibitions, and visual design. When Twice Buro designs an art event or curates an exhibition, every choice — from the layout of the space to the way we document the experience — communicates something important to the audience. This is not just about making things look nice. It is about how audiences understand art, connect with artists, and remember the experience.
James Carey, a famous communication scholar, explained that communication is about building culture together, not just sending messages from one person to another. For us that means an exhibition is more than a room with artworks. It is a space where people meet, share feelings, and create new understanding. The event itself becomes a way to communicate ideas about art, identity, and community. Twice Buro works without big museums or famous galleries behind it. This makes communication theory very important. By understanding how information spreads through cultural networks, how visual design creates meaning, and how relationships grow over time, Twice Buro can build trust and influence through clear ideas rather than big advertising budgets.
For Twice Buro, three key theories work best. The Two-Step Flow model shows how ideas spread from opinion leaders (curators and critics) to wider audiences. They experience the event, understand it, and share with others. Semiotic theory explains how design conveys values — clean, serious style shows our respect for art. Social Exchange theory builds relationships where everyone (artists, viewers, partners) gets fair benefit. These theories create a system. Opinion leaders share because the design is clear. Relationships last because the exchange is honest. Design makes us recognizable. Communication theory is practical — it explains why designs work, predicts reactions, and helps build sustainable cultural work.
BRAND PRESENTATION
Events That Live Twice: Offline + Media
Twice Buro creates brand zones and exhibition experiences that live twice: first as immersive offline experiences, then as media content. This projects outlines our comprehensive communication strategy, grounded in contemporary communication theory and operationalized through design practice.
Our work has four main parts. First, we curate and design events. Every exhibition or performance is planned as a full experience, from how visitors enter the space to what they remember later. Second, we support young artists. We find talented people starting their careers and give them real opportunities—platforms, guidance, and professional photos or videos of their work. Third, we document everything. Our media turns a one-night event into a lasting story through photos, interviews, and writing. Finally, we partner with brands and organizations that care about culture. We create collaborations where companies support art in meaningful ways, not just for advertising.
Twice Buro believes art lives in shared moments. A live event creates feelings that photos cannot capture, but good documentation helps those feelings continue. Young artists need more than walls to hang pictures—they need support, money, and connections. Audiences want real experiences, not just entertainment. Everyone at our events is both viewer and participant. Culture grows stronger when people create it together.
The identity of Twice Buro
— Who is our audience?
We work for different groups. Emerging artists aged 18 to 35 get visibility and career help. Culturally curious people of all ages find inspiring experiences and community. Galleries and museums collaborate with us on fresh programming. Brands and companies connect with creative audiences through authentic partnerships. Other creators like musicians or designers join us for exciting projects.
— What makes Twice Buro different?
It starts with our focus on emerging talent, not famous names. We begin every project with a big idea or question, not a budget. We work as both event makers and media creators, so our impact lasts beyond one night. We build teams of ongoing partners, not just one-time hires. Our work is serious about art but open to everyone.
«Through the Layers» exhibition / 2025
One example is our «Through the Layers» exhibition about fashion and identity. Visitors move through three parts. The first shows how brands help people express themselves. The second looks at clothes as comfort and protection through artists’ eyes. The third explores clothes as masks with performers. This mixes visual art, live action, and visitor interaction. We document it all professionally so the ideas live on.
Artists should share their work with us. Audiences should follow for upcoming events and bring friends. Organizations can partner for cultural projects. Brands that love art should talk with us about real collaborations. Twice Bureau builds a space where art, people, and ideas meet.
PROFESSIONAL AUDIENCE PRESENTATION
Twice Buro rethinks events as artistic mediums, not just stages for art. In traditional models, events hold pre-made work and add marketing later. Twice Buro makes the event itself the art—through space design, timing, visitor movement, and documentation. This means designers and curators create meaning, not just support it.
The identity of Twice Buro
Our communication works in three connected levels.
The first is the live event. Spatial design guides people through the experience. Sound, light, and materials create atmosphere. Live performances and chance meetings make it real. This level builds deep emotional connection that needs to be there in person.
The second level is documentation. Photos, videos, interviews, and essays turn the live moment into a cultural story. This reaches people who cannot attend and helps everyone understand the art better. It positions Twice Buro as a curatorial voice in the art world.
The third level is community dialogue. Followers share thoughts, artists talk about their work, and partners give feedback. This builds loyalty and improves future events. Each level serves different people with different needs—some want the live thrill, others the thoughtful analysis, others the ongoing conversation.
We divide audiences carefully. Artists want visibility and support, so we offer professional guidance and networks. Opinion leaders like curators seek new talent, so we invite them to previews and discussions. General audiences want engaging experiences, so we tell clear stories. Brands want cultural connections, so we show real impact.
Twice Buro’s visual design communicates through signs and symbols. Clean typography says we are modern and serious. Neutral colors show confidence without flash. Real photos of artists working show honesty. Every choice tells people who we are before we speak. The design stays the same across projects but adapts to each one’s idea.
The identity of Twice Buro
Our content follows curatorial thinking, not sales tactics. We share artist stories, explain big ideas, and document processes deeply. This builds trust over time. Success comes from artist careers growing, audiences returning, partnerships lasting, and cultural influence spreading—not just social media likes.
HOW WE ARRIVED AT THIS STRATEGY
Twice Buro solves real problems in the art world. Young artists lack platforms and support from big institutions. Events disappear after one night without good documentation. Brands and art often connect in fake ways. Cultural conversations feel separate instead of connected.
We chose three communication theories that fit these challenges:
The Two-Step Flow model shows ideas spread best through trusted people like curators, not direct ads. They experience our events, understand them, and share with their networks. This builds real influence.
Semiotic theory explains how design creates meaning. Colors, fonts, and layouts act as signs that audiences read based on what they know. Twice Burou’s clean, thoughtful design says we respect art and people. It makes us recognizable and trusted.
Social Exchange theory builds strong relationships. Artists gain visibility and pay. Audiences get meaningful experiences. Brands get real cultural ties. Everyone must feel the exchange is fair for partnerships to last.
These theories work as one system. Opinion leaders share because our design is clear. Relationships grow because we communicate value well. Design supports influence and trust. Together, they help Twice Bureo succeed without big resources.
The identity of Twice Buro
We tested this with examples. For artists, we select promising ones, work closely, document deeply, and invite leaders to see them. For media, we create consistent content that shows real work. For brands, we build fair partnerships that everyone values.
The theories predict results we can check. Opinion leaders bring audiences. Design builds recognition. Fair exchanges create loyalty. This makes our strategy strong and measurable.
Communication Theory: Bridging Academia and Practice // edu.hse.ru URL: https://edu.hse.ru/course/view.php?id=238864 (date of access: 13.12.2025).
All image sources were taken from our own archive.
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