The Commercial
Brand Refresh
Visual Language
Website Design
Collateral Design
Art Direction
The Commercial is an independent commercial gallery located in Sydney's Inner West.
With their upcoming 10th anniversary, they approached to redesign their visual identity and website to reflect their vision and reputation in the art world.
Nestled within an industrial space in Sydney's Inner West, The Commercial stands apart from the conventional commercial galleries scene. Its tall concrete walls create an immediate impact, setting a bold and distinctive atmosphere. The identity captures this brutalist aesthetic, featuring a solid and confident logotype that reflects the gallery's character.
The visual language uses Founders Grotesk and Founders Grotesk X-Consensed by Klim Type Foundry. As well as being used in the wordmark, the display font is used as the headline typeface. The combination of bold and confident type treatments with the modern and clean aesthetics of grotesque sans-serif fonts strikes a perfect balance, creating a visually striking and cohesive brand identity.
Inspired by the varied tones found in the concrete walls and floors, the colour palette reflects the ever-changing hues of the space. Ranging from warm to cool, the palette showcases a spectrum of greys, adding depth and nuance to the gallery's visual identity.
The website redesign was driven by two key objectives: creating a comprehensive virtual archive of all events and exhibitions related to the gallery's pool of artists and providing a platform for promoting and selling art.
We crafted a website that effortlessly combines a classic aesthetic with practical functionality. The user interface allows visitors to easily navigate through past, present and future events, explore the diverse range of artworks, and easily enquire about specific pieces.
Photography: The Commercial Gallery
Typograhy: Klim Type Foundry
