The Christchurch Art Gallery, Te Puna o Waiwhetu, moved in 2002 and rebranded the museum.
The brand identity needed to pack a punch, but not to the point of overshadowing the exhibition or the work. In order to achieve both of these goals at the same time, we developed a design centered on custom-made fonts. I came up with hundreds of patterns of letters and ligatures to make them look traditional or very expressive, depending on how the letters are combined. This approach has paid off, and the result is a brand that still feels fresh 10 years later.
