The Gallery @ DMU opened on campus but struggled to meet footfall targets. The issue stemmed from weak marketing and an inability to stand out amidst the chaotic university environment.

To counter this, I created a bold and eye-catching identity system designed to grab attention and make the gallery impossible to ignore. This instantly boosted marketing efforts and attracted students and the public as they walked through campus.

Large-scale letters, tailored to each specific event or featured artist, make it easy to differentiate between exhibitions while maintaining a clear visual identity that The Gallery can own. This helps to establish brand familiarity across campus.

The overlay riso print style visuals nod to the gallery's creative roots, reinforcing the space’s artistic heart. Alongside vibrant, contrasting colours, this approach resonates with art enthusiasts while also standing out from the typical campus marketing, capturing the attention of those who may not be immediately interested in art.

This broad appeal is crucial to the gallery’s strategy, as they host non-art events, like society nights and film screenings, to increase footfall. By engaging a wider audience, they can convert casual visitors into return patrons, introducing them to the gallery’s diverse offerings.