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Client
Association Fertile Art
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Roles
Art Director
Graphic Designer
Web Designer -
Deliverables
Branding Workshop
Brand Book
Website & Instagram
Colaterals
Exhibition Catalogue -
Timeline
1 Month
Overview
Fertile is an independent art gallery and association, supporting environmentally engaged artists. For this project, I worked in close collaboration with the curator and founder on the brand strategy and positioning. I surveyed the local art gallery landscape, identifying trends, potential competition as well as opportunities.
Branding Concept
I conducted several branding workshops with the stakeholders, in which we defined the gallery’s goals, values, audience, and positioning. I also advised on the association’s name and worked on some copywriting for the tagline. We wanted fertile to stand out from the plethora of small Parisian galleries, by offering a clear point of view and partnering up with young, up-and-coming artists. At the same time, it also needed to appeal to a more mature collectors audience.
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Define.
Using the etymology of the name and getting inspired by poetry helped us define the brand’s DNA.
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Describe.
We assigned powerful adjectives to the brand, conveying the values it aspired to.
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Orient.
Basing ourselves off of the market research we had conducted, we oriented fertile’s approach and scope.
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Position.
As our goals and audience became more defined, we positioned the feel and tone of the brand.
Visual Design
Inspired by the imperfectly perfect shapes of seeds, I developed some gradient forms which could endlessly be modified and adapted to fit the fluctuating iconographic needs of the project.
We opted for neon green as the main accent colour, in a bid to convey the pioneering spirit of the gallery and distinguish it from more traditional ecological approaches.
The bright gradient seeds were paired with either a warm muted grey or a deep greenish-black background, offering layout flexibility for dark and light modes.
Deliverables
Once the visual direction was approved, I set out to build the website and populate the instagram account of the gallery. I originally proposed a streamlined navigation structure, but after reviewing with other stakeholders, we opted for a more explicit navigation outlining the various activities of the association (gallery + residencies).
I created business cards for the founder, and developed a series of instagram posts and stories to promote the first event. I also designed a newsletter template and the exhibition’s print catalog, making sure that the branding was cohesive at every touch-point.
Outcome
The exhibition received excellent reviews and visits were completely booked out during the first week. The association managed to establish itself in the Parisian art scene within 6 months, in part due to its cohesive and distinct branding.
I am currently developing alternative colourways and iterations for future events as well as designing further print colaterals.