Brand identity for a digital gallery | Digital product design

ALTO* is a virtual gallery launched in 2024, designed to highlight and showcase private collections. The gallery’s unique approach is to create a platform where art enthusiasts, collectors, and curators can explore and display high-value works in a digital space that feels intimate, sophisticated, and exclusive.

As Creative Director and lead designer at MOST, I led the design of ALTO*’s entire visual identity, from conceptualization to execution. My involvement included developing the brand’s visual language, logo, and digital product design, with a strong emphasis on translating its unique name and mission into a modern, visually compelling identity.

Discovery & Strategy The first step in the process was understanding ALTO*’s mission — to provide a curated, digital space that showcases private art collections in a refined and accessible way. We also explored the story behind the gallery’s name, drawing inspiration from logistics and commerce (with “ALTO” originating from crates used to ship fragile, large items) and the world of literature (where the typographic symbol “*” (asterisk) is used to clarify and elaborate). This dual nature of the name inspired our design approach: a container of meaning, both visually and conceptually.

Logo Design & Typography The ALTO logo* is designed to visually represent this duality: a clean, contemporary wordmark with a subtle typographic nod to the asterisk. The asterisk symbol becomes an integral part of the logo, representing the gallery’s purpose of amplifying meaning and serving as a visual anchor that ties the gallery's virtual platform to its curatorial mission. The logo was crafted to be simple yet sophisticated, ensuring it’s versatile for both digital and print applications.

Visual Identity Development With the logo as the cornerstone, we developed a minimalist, modern visual identity for ALTO*. The color palette was designed to be elegant yet understated, reflecting the gallery's high-end aesthetic. Neutral tones combined with rich, deep accents were chosen to evoke the luxury and serenity of an art gallery while ensuring the art itself remains the focal point. Whitespace was a key design element to allow for an uncluttered, immersive viewing experience.

Digital Product Design As ALTO* is a digital gallery, the design of the platform was crucial. We focused on creating a seamless, intuitive user experience that facilitates easy browsing, exploring, and curating of art collections. The digital product was designed with a responsive layout, ensuring optimal viewing across all devices, from desktop to mobile. Key features like virtual exhibitions, artist profiles, and collection curation were streamlined to create an immersive experience for users.

Final Deliverables The project included full brand guidelines, logo assets, visual systems, digital interface design, Ideogram's mockups, and a fully responsive website that reflects the identity and functionality of ALTO* as a modern art platform. The website was developed to showcase art collections with clarity, while ensuring the design feels as exclusive and refined as the collections themselves.

The branding and digital product design for ALTO* has had a significant impact on both the visual appeal and functionality of the gallery platform:

The brand identity has successfully positioned ALTO* as an innovative leader in the digital art gallery space, combining technology and art in a seamless, user-friendly way.

The minimalist, modern design ensures that the artwork takes center stage, while the visual elements (like the asterisk) reinforce the gallery's mission of clarifying and amplifying meaning.

The digital experience is intuitive and engaging, allowing collectors and art lovers to immerse themselves in virtual exhibitions and discover art in a space that feels both personal and professional.

You can explore more on this on MOST.