" Revitalizing the Chinese Art Industry After the Pandemic. "
Gallery Weekend Beijing (GWBJ) returns with a diverse and preeminent line-up of 37 exhibitors for its 7th edition, embracing a global vision with an innovative spirit. The 7th edition showcases a robust line-up of 36 exhibitors from 9 different global cities as selected by the Academic Committee. I teamed up with GWBJ to deliver a brand experience that could support their ambitions for national and international expansion.
Client: Gallery Weekend Beijing Year: 2023 Type: Event & brand collateral
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 recognizable brand across all of its communication channels and activities. The intention of the new identity was to move with the times; better reflect the diversity of its program, and correspond to the post-pandemic era. Art plays a huge role in our lives, but it can be very complex. GWBJ excels at making art accessible and understandable to non-experts. This informed the second pillar: for GWBJ to be seen and known as the platform to turn to – a beacon, where contemporary art is accessible to all.
Meditations in an Emergency, installation view. Courtesy: UCCA Center for Contemporary Art
Hu Wei, ‘Touching A Fabric of Holes’, 2023, installation view. Courtesy: Macalline Art Center
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 recognizable in all communications, from huge outdoor posters to online manifestations.
Trailer for the 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.
Programme introduction
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.
Gallery Weekend Beijing 2023 - website design
