New Collectors

Identity and motion system for New Collectors, an art gallery and resource making art more accessible.

Working across Instagram, website and the physical space, the identity is a neutral palette that connects content—interviews, studio tours, art and more—into a functional world within reach to those who are new to the art market.

New Collectors

Identity and motion system for New Collectors, an art gallery and resource making art more accessible.

Working across Instagram, website and the physical space, the identity is a neutral palette that connects content—interviews, studio tours, art and more—into a functional world within reach to those who are new to the art market.

Nc identity

Each piece of content, delineated by thin rules, serves as a part within a whole, creating a graphic language for an organized collection of art and resources.

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The identity system translates to simple, brand-forward materials.

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The gallery opened in July 2021, on Henry St on the Lower East Side, New York.

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The identity system becomes highly functional on the website where the depth of content requires clear and concise separation. The homepage separates a stream of content into two audiences, for artists and for collectors.

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The website catalogs all resources into a single archive.

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Given the platforms beginnings on Instagram, the responsive website is designed to feel just as functional and primary as its desktop counterpart.

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For its inaugural exhibition, “online/offline”, the gallery hosts a group exhibition featuring the work of artists it has previously featured online. The exhibition graphic departs from the neutrality of the core identity to create a memorable graphic that stands on its own.

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Credits