Existing client Rickett Architects came to us with a new venture they were launching - a high street art gallery with space for creative businesses to work from. They’d already decided on the gallery’s name - Pavilion - and tasked us with creating its brand identity, guidelines, and a suite of deliverables.
Starting with one gallery to begin with, the longer-term plan is to launch Pavilion nationwide, aiming to have different creative businesses located in each gallery. Although Rickett Architects will be working from the first space, it was crucial that the Pavilion brand be able to flex to fit tattoo studios, design agencies, and anyone with a creative eye who can use the space as inspiration.
The Pavilion brand needed to be modern and minimalist, yet bold - complementing the Rickett Architect brand but with its own distinctive look and feel.
Following initial mood boards and key concepts, we collaboratively refined these to one final route. From this, we created a suite of deliverables, plus brand guidelines so Pavilion can take what they need to create everything in house.
The brand is bold and minimalist, with the bespoke wordmark taking inspiration from the way the client can move the gallery walls, guiding people through exhibitions to take the artwork in at their own pace.
For instances when artwork can’t be shown, we created a suite of textures and layouts inspired by materials used in the gallery: concrete, wood and paper. Why three? To reflect the brand icon we created (comprising three shapes), and background (featuring three triangles). The dominant background colour is white so as not to overpower any featured artwork. Our system works with and without imagery, as the typography and overall design are artworks in themselves.