The passing of London Art Fair's 30th anniversary provided the perfect opportunity to challenge the Fair’s existing identity, and make sure it remains relevant and competitive in a field packed with alternatives. A project which looked closely at the Fair's existing and future markets, led to a new brand that champions the creativity, content and the artists.
The intention of the rebrand was to reduce the emphasis on a logo, and instead create a device that functioned quietly and confidently as a plinth for other content, helping to really position the fair as a platform for galleries and artists. Because of this, the rebrand introduces a structure of two parts.
On one layer the new type treatment and plinth logo, providing a consistent framework and visual anchor. On the second, seasonal, campaign based content which can flex and change every year. This space for campaign content acts as a variable layer, one which can take on multiple personalities.
For the 2019 creative, we worked with Amy Currell to produce imagery and video content that captures an anticipation of the reveal. These abstract, textural images range from the luxurious to intriguing, quiet to explosive. Making it possible to play to specific audience groups.
The campaign then ran from printed marketing and brochures, to outdoor advertisements. Culminating in the Fair itself, the decoration and on site signage.