C A S E S T U D Y
Seattle Art Fair
When I joined the team in 2016 Seattle Art Fair was only in its second year, but it was already having an identity crisis.
It was struggling to find its voice; one that could be playful, accessible and vibrant, while also feeling luxurious and exclusive.
Initially, I spent a lot of time asking questions and listening to insights. Doing so enabled me to offer a neutral perspective grounded in strategy and research.
Once we had clearly defined marketing objectives and alignment on our visual identity, we set off to craft a thoughtful and beautiful brand experience full of memorable touch points for exhibitors and collectors. Our work included design and production of printed fair guides, printed invitations, digital campaigns, environmental signage, wild postings, print and digital advertisements and collateral such as totes, pens, pencils, and i.d. badges.
Services
Art Direction
Visual Design
Print Design
Editorial Design
Social campaign development
Environmental Signage
Packaging design
Project Management
Extending the visual identity
After several years working on the Seattle Art Fair brand it was obvious that we needed to do some structural work to the major components. There were inconsistencies within the word-mark, the main logo felt a bit anemic and disproportioned, and the elements together appeared ill-fitting. Beyond this, we needed to codify the ways we had been using these components in real life. I decided to fix the logo and update the Brand Manual with guidelines on color, typography, and marketing elements. Click below to view an abbreviated version of the updated brand manual.
Over the six years I worked on Seattle Art Fair we explored many expressions of the brand language. It was always a fun challenge to decide when to be bold and bright or quiet and understated — knowing when to let the artwork take center stage or when to let typography sing. We build value in a brand by understanding our audience and showing up consistently across channels and touch points. Strategy, good communication, and strong leadership are the foundation of a brand that grows. But excellent craft is the foundation of a brand that sustains.