Revitalising the Chinese Art Industry After the Pandemic.
Gallery Weekend Beijing (GWBJ) returns with a diverse and prestigious lineup of 37 exhibitors for its 7th edition, embracing a global vision with an innovative spirit. This year’s event features 36 exhibitors from 9 different global cities, as selected by the Academic Committee. I partnered with GWBJ to create a brand experience that supports their ambitions for both national and international expansion.
Client
Gallery Weekend Beijing
Year
2023
Category
Design
Type of Work
Event Identity
Strategy
While the COVID era was problematic for art shows, it also presented an opportunity to pause, reflect, and prepare for the future. The strategy was based on two pillars. One was to make sure GWBJ would become a more dominant and recognisable brand across all of its communication channels and activities. The intention of the new event identity was to move with the times; better reflect the diversity of its program, and correspond to the post-pandemic era.
Art plays a significant role in our lives, but it can often be complex. GWBJ excels at making art accessible and understandable to non-experts. This insight informed the second pillar: positioning GWBJ as a beacon where contemporary art becomes accessible to everyone.
Visual Language
The visual is driven by a sense of growth and rejuvenation– celebrating the unique energy of the contemporary art scene. I created a strong and playful identity that intrigues, inspires, and surprises. The visual system brings to life the thriving power of versatile geometric flowers. Appealing to people of all ages. It is also consistent and instantly recognisable in all communications, from huge outdoor posters to online manifestations. The visual developed into dynamic elements to communicate event positioning and marketing objectives.
Trailer for the event
GWBJ has been known to use bold colours to distinguish between each event. The colour palette blends tradition with a more modern edge. GWBJ’s famous ‘Sky blue’ remains front and centre, I created a bold and distinctive accent colour palette directly from the artworks in the exhibition named after paint colours and high contrast combinations communicating a progressive vibe more in step with the spirit of a constantly evolving contemporary art world.
The identity is built around bold patterns, it is easily recognisable the hidden meanings and representations.
The identity is more than a look and feel. It’s a strategic tool that helps GWBJ to meet its most important objectives, which excel at making art accessible and understandable to all.
