The (He)art of the Matter
ArtHouse, launched by the team behind the successful chain of Mocha cafes, promised to be an experimental space that fused the experiences of art, performances and food. As part of the curatorial team along with Quicksand, we set upon ourselves the mandate to build a program of events and exhibitions that was eclectic, experimental, and accessible. As the brand identity design team we were faced with curated content that was new, exploratory, with the potential of embracing all and any genre and theme.
The core identity for ArtHouse was designed as a family, built on the same skeleton, but exhibiting different ‘skins’ in different avatars. It drew from multiple visual genres to create a rich layered identity—unique and fresh in every instance of usage. The act of exhibiting and displaying became the unifying idea in all communication like posters, menus and invites, with all content presented as ‘art on show’.
As curators for the first year of its launch, we brought together interesting collections, focussing largely on upcoming artists and emerging visual arts like generative art, type-based art and graphic narratives. As brand designers, it was an interesting opportunity to see the creation of a brand through, by the act of orchestrating and delivering actual content.
Curation Collaboration: Quicksand