Gallery Elysian opens with bold, sophisticated brand
Brand built on creativity and empowerment
Problem
Launching a new gallery in a competitive market
Solution
Create a custom brand that highlights its unique offerings and perspective.
Backstory
Gallery Elysian emerged from the reorganization of International Art Project (IAP) Foundation. This new gallery features art from around the globe, providing a platform for underrepresented artists to connect with audiences and share their distinctive stories. A portion of the proceeds from the gallery will support the work of IAP Foundation.
The company developed the brand strategy, defining its vision, mission, and values.
Approach
A team led by Write Design Group Partner Kelly Carnahan developed Gallery Elysian's visual and written identity, reflecting its mission and values. WDG highlighted the organization's personality (how it acts) and voice (how it communicates). The reimagined brand underscores the organization's focus on celebrating underrepresented artists with a consistent verbal and visual messaging framework that is bold and confident, creative and imaginative, exuberant, welcoming, and optimistic.
Results
To guide staff and vendors, WDG developed a voice chart and key messages that consistently address its values and common questions.
“We wanted Gallery Elysian’s communicators to have a tool that clearly shows what each voice characteristic means and how best to convey it, with words to use, words to avoid, and example messages,” said WDG Partner Jim Stowers.
The visual identity was designed based on the same voice traits.
The Gallery Elysian logo incorporates elements from IAP Foundation, starting with the Rufina font.
“We initially chose Rufina because it was developed by the Uruguayan company TipoType. We felt this type foundry was a good match to Gallery Elysian, which focuses on international artists,” Carnahan said.
In addition to the wordmark, WDG created a full-spectrum color palette to depict the organization’s boldness. The gallery primarily uses magenta, complemented by four additional bright and energetic colors, along with the three brand colors of IAP Foundation.
The new system comes to life through brand expressions ranging from creative and imaginative to exuberant and passionate. WDG designed cohesive formats for signage, social media, and apparel.
