PROJECT DESCRIPTION
The Other Art Fair (TOAF) is a collection of creative thinkers, game changers and pleasure seekers who seek to lift up emerging artists and create unforgettable experiences. Taking place in cities like Brooklyn, LA, London, Sydney and Toronto, each fair is a bid to shake up the art world and make it widely accessible.
While their fairs were already taking place across the world with great success, TOAF had reached a place where their brand didn’t reflect their boundary-pushing position. They came to us in search of a strategy and identity that would echo the rejection of ordinary that sits at their core. In line with this thinking, the design system is led by the logo. The way it’s applied means each brand touchpoint celebrates the in-frame image, rather than the brand, bringing the focus back to what really matters.
As a global brand with teams across the world, it was important that the design not only worked for international audiences but was also simple for each team to roll out. We managed to successfully take a simple idea and turn it into something flexible and translatable to infinite pieces of communication, making the brand an ever-changing artwork in itself.
PROJECT INFORMATION
Entry Type: Series / Campaign Entry
Channel: Cross-Media
Primary Role of the Designer: Designer as brand steward
Client Relationship: Unknown (NA) / Other (if other, please explain) Project-specific relationship
Intention of the Project: Re-launch, redesign, or update of an existing product, service or program
Development Budget: Decline to state
Production/Execution Budget: Decline to state
Source of Funding: Client
Typefaces:
Paper:
Materials:
CREDIT INFORMATION
Creative Director: Dari Israelstam - Executive Creative Director; Ali Ozden - Creative Director
Art Director:
Designers: Joy Li
Researchers:
Developers:
Copywriter: Cat Wall; TONE Agency
Illustrator:
Photographer:
Printer:
Producer:
Other Credits: Kristen Walsh - Client Service Director; Aimy Guez - Account Director; Untangld - Brand Strategy
The Other Art Fair
Category
Brand and Identity Systems
Description
Winner - 365: AIGA Year in Design (2022)
Title: The Other Art Fair
Design Firm/Agency: Universal Favourite
Client Industry:
Client Location: London, England
Juror Comments
“The jury felt strongly that this identity immediately and effectively conveyed its ‘alternative’ positioning. The playful interaction of the type with the imagery allowed for variety without ever losing the focus on the art. The project stood out for its incredibly effective use of white space, simple type, and a deft sense of composition.”
Self-Identified Distinctions: Design for Good - Cultural Awareness
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