LA Municipal Art Gallery

The Los Angeles Municipal Art Gallery focuses on exhibiting underrepresented artists and empowering the LA community.

Project:
The Los Angeles Municipal
Art Gallery

Classification:
Brand Identity, Research, Strategy, Copywriting, Brand management, Motion design, UX/UI design

Recognition:

Redefining space

Client
‍Application design
‍
Deliverables
Brand design
Brand experience
Brand management
Brand platform
Brand strategy
Concept development
Design strategy
Digital design
Motion design
Naming
Type design
UX/UI design
Visual identity
Visual language

Employees
10

Clients
51

AutoStore is a warehouse robot technology company that invented Cube Storage Automation, the densest order fulfilment solution in existence. The company is global, with over 600 installations in more than 30 countries, operating in a wide range of industries. Our creative brief was to elevate the company’s visual identity, presenting AutoStore as an established and progressive competitor in their field of e-commerce, space management and order fulfilment.

Acting as a strategic design partner, we collaborated closely with the AutoStore marketing department to develop a design language that was simultaneously functional and expressive, covering a wide range of applications – from icons and animation to robots and ports.

The Los Angeles Municipal Art Gallery is a prominent community fixture

Project introduction

The Los Angeles Municipal Art Gallery is a prominent community fixture that focuses on exhibiting underrepresented artists and empowering the LA community. The LA Municipal Gallery has been open since 1954, and is the longest running institution dedicated to solely exhibiting art. The Gallery holds LAMAGLearn & LAMAGPlay workshops for the community to bring the community together and educate it.

Challenges

The Los Angeles Municipal Art Gallery's challenge was a lack of diversity in customers, a lack of community engagement, and an inaccessible web/physical experience.

Solution

My solution to this problem was to tap into the history of the gallery to curate a more inclusive and accessible experience. Based on the floor plan of the Los Angeles Municipal Art Gallery, the logo embodies the modularity and flexibility of the gallery’s identity and space. That principal also exists in the behavior. The purpose is to visually illustrate the movement, modularity, and accessibility of the brand identity. In this rebrand the intention is to bring to the surface the ideals and morals of the gallery as a whole.

The Los Angeles Municipal Art Gallery is complex and those components of the brand need to be showcased with clarity. My choice in color palette achieves clarity through focusing on two main colors to prioritize accessibility. The target audience is middle class families, artists, and students ages 18 and up.

Our audience is looking for resources to learn and a place to support the community’s history and art. That factored into making the accessories and ephemera collectable and more engaging in voice.

Accessibility with intention

Color Palette

The brand colors are two main colors used in all branding materials. Pure black and white are the main colors. These colors are used in the logo and in all brand material such as the stationary suite and posters, presentation, advertisement, etc. With the intention to create a identity that was both accessible and forward thinking, the accessible and geometric "graphik" and the digital leaning "apercu mono" mono-spaced typeface were chosen.

Inspiration to leave a mark

Brand behavior

The graphic elements used in the brand material contain characteristic pieces of the floor plan of the gallery in order to inspire the customers to participate and leave their mark in the gallery's community. The graphic elements of the brand material comes in the form of a mask for imagery, a frame for type leaning material, as well as a stamp for white space. All of the material is meant to connect the material to the community as well as the gallery itself. These elements serve as vehicles to visually illustrate the modularity and flexibility of the brand.