The Christchurch Art Gallery Te Puna o Waiwhetu, which relocated in 2002, was rebranded as a museum.
The brand identity needed to be punchy, but it couldn't be so strong that exhibitions or works could become blurred. 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, and even ten years later, we created a brand that still feels fresh.
