The Christchurch Art Gallery Te Puna o Waiwhetu, which relocated in 2002, was rebranded as a museum.
Brand identity had to be punchy, but not so much that exhibitions or works could become hazy. To achieve both of these goals simultaneously, we focused our design around custom fonts. Depending on how the letters are combined, we thought of hundreds of patterns for letters and ligatures to make them look traditional or very expressive. This approach paid off, resulting in a brand that still feels fresh even ten years later.
