MULTIPLIED

A strategic rebranding for a premier art fair, scaling its traditional print foundation into a dynamic and multi-medium commercial vision.

The sixth iteration of the UK's only contemporary art editions fair, held concurrently with Frieze week, required a strategic rebranding to address a category expansion from traditional prints into photography, 3D multiples, and artists’ book editions. The brief to realign this growth with the fair’s print foundations was channeled through a new brand identity, using multiplicity and deconstruction as conceptual anchors. Fragments taken from the visual identities used for previous versions of the fair were assigned core CMYK print process colors, and layered to form a new dynamic whole. Scaled to encompass architecture, print, digital, and social channels, this integrated brand ecosystem drove institutional visibility through city-wide activations, ultimately facilitating the commercial operations of over 40 participating galleries and multiple artist collaborations.