Public Art Gallery and Event
Freak Alley Gallery
The first personal artistic expression was laid on the ally walls between 8th and 9th, and Bannock and Idaho Street in 2001. While it started as an idea to elevate individual Artists, it's grown to be a mainstay attraction in Boise Idaho. This public art gallery grew to accommodate the works of over 300 Artists from around the globe and over 100 Artists in a given year during the Freak Alley Gallery Mural Event.
Roles:
Creative Direction
Brand Strategy
Identity System
Graphic Design
Social Media Management
The Problem:
The Objective:
The Solution:
Inconsistencies in story, branding, voice, and vision.
Building the gallery's brand from the ground up while creating and exposing cohesive story.
To build the brand's logistics, voice and standards while developing marketing strategies for growth.
Phase 01: Capture
Contacting individuals previously involved that had control of existing social and news articles and outlets to gain control over the story being told.
Phase 02: Brand Development
Develop the look, feel, and voice for brand positioning.
Phase 03: Brand Strategy
Decide how and where the brand would position themselves in an evolving industry.
Phase 04: Implement
Implementing cohesive story, visual assets and marketing strategies for best positioning.
Typography Solution:
Typography choice for Freak Alley Gallery was made based on vintage carnival signage, with a heavy hand on modernizing it for consistency. Saddlebag Black was chosen as our Header font and Avenir Next paired nicely for body copy.
Color Solution:
Color choice for this brand was dictated by budget, simplicity, and maintaining a vintage feel. While relying heavily on black, red was often used to highlight particular messaging.
Public Facing Assets
With the foundational system in place we set out testing and documenting usages that worked for a variety of applications. This was implemented on social, news and public outlets.
Professional Assets
While it was important to create a look that was distinguishable and consistent with the public, it was equally as important to have a professional look. This look was implemented on all internal and legal assets.
