Our journey began with collaborative brainstorming, sketching, and deep exploration, where we transformed constraints into opportunities for innovation. We focused on radical accessibility and devised ways to express the digital materiality of coal and steel—key elements rooted in the industrial heritage of the gallery’s location. Additionally, we considered the gallery’s physical location, exploring design strategies that would anchor the identity within its architectural and cultural context.
Inspired by the simplicity of the gallery’s core type mark—set in Futura—we developed a versatile visual language built around a structured grid and bold typography. This flexible grid system enables endless creative compositions without cropping artwork, ensuring visual consistency while allowing for dynamic expression.
We established hierarchy through strategic use of typographic scale and color. Feature exhibitions and programs are highlighted with a secondary color that signals importance while maintaining a cohesive overall brand identity. This system is applied seamlessly across various touchpoints, including posters, digital signage, merchandise, social media, and promotional materials.
All of these elements were thoroughly documented and handed over to the team, setting the stage for the next phase—designing an engaging, responsive website that brings the identity fully to life and invites visitors into the gallery’s vibrant new world.
