Photographer — Jakob de Boer
Objective
Marshall Gallery works to promote the work of emerging and mid-career artists working in process-driven, photo-based approaches, with an emphasis on printmaking craftsmanship and conceptual innovation. Airlift collaborated with the Marshall Gallery to explore and establish a new brand identity that emphasizes the idea of a “moment of progression” which was inspired by time.
The logo depicts the message of capturing the moment, pace, direction, and progression of time; enables the gallery's vision beyond photography work, residing a much more inclusive narrative for ever-evolving conceptual and contemporary art for the communities..
Role
As the senior designer in the project, my role is to work with the team on synthesizing the gallery owner's needs and vision, create a strong concept and a holistic identity and visual system for the brand, and prepare the well-thought brand guidelines for the visual communication from social marketing assets, to print production file preparation.
