STYLE GUIDE
With every year that passes, our Summer Exhibition gathers momentum and attracts ever-growing numbers both of artists who submit their work as well as visitors to the exhibition. Thus the onus falls to our in-house Studio team to up the ante and design a branding concept that both reflects the calibre of artwork on display and speaks to the industry trends for the year. We spoke toMatt Johnson, Designer for Washington Green Fine Art Group and Castle Fine Art, to hear first-hand about the creative process that lies behind the final execution of the branding…
MATT, DID YOU START WITH A PARTICULAR IDEA OR THEME IN MIND?
I wanted to weave the theme of summer into the branding, working into the mood board bright colours associated with festivals for a real carnival feel. Also, summer always conjures up images in my head of gardens in full bloom, really luscious and exotic plants of all different colours flowering alongside each other, a full spectrum of colours looking almost neon in bright sunshine. Think ‘Chelsea Flower Show meets Rio de Janeiro meets Coachella’!
HOW DID YOU TRANSLATE THAT INTO THE COLOUR PALETTE
FOR THIS BRANDING?
I decided on three key colours – blue, pink and yellow – and went to work playing them off against each other, overlapping them and contrasting them throughout the designs, to make them pop visually, and derive a really loud, instantly noticeable, final iteration. Although balancing three such bold colours might seem like lunacy, it’s a great base to work with, and it was enjoyable to explore the varying treatments I could apply to the branded materials.
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