It can’t be easy working on a brief set by a client that’s both an art event organised by a non-profit and a big banking firm. How best to balance a slick, serious look with one that shows creative awareness? For The Partners’ branding for the new Bank of China-sponsored Hong Kong Art Gallery Week event, the consultancy cleverly chose to look to a sense of place to inspire its look, which is informed by the area’s hilly topography. The event bring together more than 50 local galleries and museums, who spend ten days opening their spaces up for all, aiming to promote the work of local artists and contemporary Chinese Hong Kong art to the world.
“While the exhibitions make up the big headlines, it is the numerous galleries across the city’s hilly landscape that offer a deeper art experience,” says The Partners. “[Our branding] was inspired by the city’s natural landscape, its islands, hidden lanes and streets, with museums and galleries woven into the fabric of the city.” The result is a distinctly eastern look, taking a red, white and black colour palette, against a subtle background that suggests undulating hills and the cultural gems they have hidden within them. The branding was used across all event collateral, including a map with pins showing a traditional Chinese character meaning “art” to point out galleries. Together, the place names cleverly join to create a symbol for the world of Chinese art on the map.
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