We began working with The Armory Show in late 2013, and were asked to develop new branding for the show to help communicate its presence as THE preeminent art fair in New York.
We developed a new logo mark designed to graphically reference the exhibitor booths at the show from an overhead angle, while simultaneously framing the updated logotype.
Next, we redesigned the website with a clean, modern, easy-to-navigate format, to reflect the needs of their international, multi-lingual audience in need of information specific details regarding galleries and artists.
We created images of New York street scenes lined by larger-than-life "gallery walls" to suggest the show's impact and how it virtually takes over New York during its week-long stay. These ran as ads/posters in art publications leading up to the show's opening.
For the show itself, we created #ArmoryDreamPiece and invited guests to snap pictures of the pieces of art they loved at the show and share them using the hashtag, so other visitors, galleries and press could literally see what pieces at the show were generating the most interest—in real time.
We photographed and filmed the build of the actual show and created a time-lapse video that illustrates the scale and scope of the show.