ART MATTERS
KALAKRITI ART GALLERY
December aimed to create a unique and memorable visual identity and brand environment for Kalakriti that reflected its contemporary and diverse approach to art- diverse, accessible, dynamic and collaborative. The use of a rectangular frame as a symbol for Kalakriti was a powerful way to convey the idea of a blank canvas and the diversity of different mediums of art. It represented a blank slate waiting to be filled with creative expression. It communicates the idea that the gallery is a space where different artists can come and showcase their work, regardless of the medium or style.
The versatility of the rectangular frame also allowed a lot of creative flexibility in design of the visual environment. The frame can be used in a variety of colours, textures, and styles to reflect the unique identity of the gallery and the artwork on display. It can also be incorporated into different marketing materials such as business cards, flyers, and social media graphics to create a consistent and recognizable brand identity. Additionally, frames could also serve as a unifying element for the different types of art on display in the gallery. Whether it's paintings, sculptures, or mixed media installations, the frame can be used to tie together the different pieces and create a cohesive and visually appealing gallery space.
A key element for the design of the brand environment was the use of technology. Interactive displays, virtual reality experiences, and multimedia installations were incorporated to enhance the visitor experience and engagement.
A balanced and dynamic colour palette was an important element in branding Kalakriti. The colours chosen conveyed a particular mood or atmosphere and helped to create a memorable and cohesive visual environment. A colour palette consisting of pink, red, purple, yellow, sky blue, green, and grey was a well thought out choice for the gallery. Each of these colours has its own unique associations and meanings.
Pink is associated with creativity, playfulness, fun and whimsy. Red is a bold and attention-grabbing colour that conveys energy and excitement. Purple, associated with luxury, creativity, and spirituality created a sense of sophistication and elegance. A bright and cheerful Yellow represented optimism and positivity and apt to bring focus on uplifting or inspiring works. Sky blue with its calming and peaceful feel with a sense of tranquillity focused on serene and contemplative works. Green was chosen to represent environmental or socially conscious works, while the neutral colour Grey was used to create a sense of balance and stability in the gallery's branding and also represent minimalist or understated works.
CLIENT
Kalakriti Art Gallery
DOMAIN
Art and Culture
CATEGORY
Kalakriti Art Gallery is a prominent art gallery located in Hyderabad, India. Founded in 2002, the gallery has become a hub for contemporary art in India, showcasing the work of emerging and established artists from across the country and around the world. The gallery's mission is to promote contemporary art and to provide a platform for artists to showcase their work to a wider audience. Kalakriti's collection includes a diverse range of mediums, including painting, sculpture, photography, printmaking, and mixed media. The gallery also hosts a variety of events, including exhibitions, workshops, talks, and film screenings. On completion of 20 years, the gallery approached December to recreate the Brand Identity to help refresh the image, appeal to newer audiences, re-engage with the existing ones and to reposition itself in the constantly evolving Art World. The studio was also involved in re-imagining the exhibition galleries.
The use of colourful stripes created movement, rhythm, and continuity and enhanced the element of playfulness and whimsy. Sticker tapes, in contrast were used to add a sense of texture and dimension to the brand, creating a tactile and engaging experience for the audience by not only drawing their attention to a particular piece art but also guiding them towards it .They were used on a variety of applications, such as posters, flyers, catalogues, social media graphics, and exhibition materials, to create a cohesive and memorable brand experience.
Our approach to design the gallery space was to create a more fluid and adaptable environment that can change to suit the specific artwork on display. This could be achieved through the use of movable walls, lighting, and interactive elements that allowed visitors to engage with the artwork in a unique way.
