The issue that needed to be resolved in the rebrand was to respect the heritage of the gallery while giving it a more up to date look as the identity needed to appeal to a more diverse audience – women, families and millennials.

The solution started with a slight shift in the identifier’s look, this was done to not alienate long time patrons with a totally different look and feel. A deep purple was chosen in order to provide a good background for display purposes as well as a more modern and upscale look.