Behind the work
Building a flexible identity for Ferens Art Gallery
Branding and marketing support for an award-winning art gallery
The challenge
Ferens Art Gallery needed a distinctive identity that could reflect the breadth of its programme, appeal to a wider audience and work across everything from formal gallery communications to public events.
The thinking
The identity needed to feel established but not institutional. A flexible visual system was created to give the gallery a recognisable presence while allowing individual exhibitions, events and campaigns to retain their own character.
The work
Now Then created the gallery’s logo and wider brand identity, along with brochures, banners, signage, wall graphics, event materials and digital applications.
The rollout
The identity was introduced throughout the gallery and across its public-facing marketing. It was designed to adapt to different exhibitions, audiences and physical formats while maintaining a consistent overall presence.
The outcome
Following the launch, the gallery recorded a 300% increase in visitor numbers. The new identity helped Ferens strengthen its profile, improve recognition and welcome a broader audience through its doors.
