Gallery Identities
ACMI
National Gallery of Canada
Decebren 2023
Contemporary gallery identities revealed how professionalism and vibrancy can simultaneously emerge through strong systems rather than decorative graphics.
EYE 2025
A student exhibition’s branding identity to celebrate creativity, diversity and potential.
Timeframe
2025 • 2 months
My Roles
Visual identity
Branding
Exhibition graphics
Environmental design
Typographic design
Type
Two-person university project
The VCA’s End of Year Exhibition (EYE) celebrates the work of final-year students across 3 disciplines: Graphic Design, Performance Design and Costume Design.
Our identity, Visions of Tomorrow, uses a flexible system built around a geometric logo and grid. Its clean, simple aesthetic is simultaneously bold whilst allowing student work to shine through.
The Challenge
Unifying 3 distinct disciplines. Balancing professionalism, flexibility and memorability.
The Context
The EYE is the Victorian College of the Arts’ annual graduate exhibition, showcasing work from Graphic Design, Performance Design and Costume Design.
The identity had to promote the exhibition across print, digital and environmental applications.
The Challenge
The identity had to appeal to students, industry professionals and the public alike, all while presenting three disciplines as one cohesive exhibition.
The Opportunity
A flexible identity system that gives each discipline its own visual language whilst reinforcing a memorable exhibition brand.
Research
Flexible Systems
ACMI
National Gallery of Canada
Modular grids, repeated graphic elements and adaptable layouts create flexible identities that scale across print, digital and environmental applications.
Colour & Geometry
Jazzdor 2018
Festival International des Jardins 2021
Bold geometric forms and limited but vibrant colour palettes demonstrated how simple visual elements can create memorable, highly versatile brands.
Brand Strategy
01
Professional, yet Vibrant
Balance gallery-quality to appeal to industry professionals with a vibrancy that reflects the students’ creativity.
The EYE has 2 target audiences with competing interests: Industry Professionals and the General Public.
Art galleries cater to a similar range of audiences, hence why we took such heavy inspiration from the likes of ACMI and the National Gallery of Victoria.
02
3 Disciplines; 1 Identity
Each discipline—Graphic Design, Performance Design and Costume Design—has a distinct colour and shape identity, which altogther create a unified brand.
Each discipline has its own colour and shape identity, aiding in wayfinding and sub-brand recognition.
03
Flexible System
A grid derived from the logo adapts consistently across print, digital and environmental media.
The grid easily adapts across page sizes and creates a simple system to input elements.
04
Student Work First
A minimal layout ensures the identity supports rather than competes with the exhibited work.
The identity allows student works to speak for themselves; student work is the selling point of the exhibition, so the identity should always remain secondary to it.
Development
Visual Direction
We explored 3 visual directions before committing to this vibrant, geometric system.
We found this style balances professionalism with experimentation, allows artwork to shine through, and is tried and tested in existing gallery brands.
Crafting the Identity
The final logomark was formed through the combination of each discipline’s mark: the triangle, square and circle.
We used a triadic palette, as the equidistant colours communicated each discipline being distinct but still part of a whole.
Defining the System
Having established the elements and grid, we created a 'patchwork' aesthetic.
We kept this design language consistent to maintain a recognisable, cohesive brand.
Outcome
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