As a new initiative to grow Auckland’s visual arts audience, Artweek featured a diverse programme that ranged from classical to contemporary. Our challenge was to develop an identity that appealed to gallery audiences and owners but also attracted those who might not normally have considered going to an art event. This identity had to be applied across the website, events programme and street posters within just a few months. Our solution – a distinctive ‘AW’ monogram incorporating the dates of the programme – could be filled with imagery or used in a repeating, monochromatic pattern.