The Armory Show
Brand positioning, brand identity, website redesign, print collateral design & production, print & digital advertising, social media strategy, on-site signage
The Armory Show was experiencing a decline in gallery applications and attendance, and their image was suffering amid a proliferation of art fairs and the entry of Frieze in the NY market.
A complete rebranding. From the creation of an iconic new logo to a visually-driven website to a print campaign that merged massive gallery walls with the bustling energy of the NYC streets, every aspect of the rebranding was crafted to solidify the Armory’s position as New York’s premier international art fair.
To create additional excitement and engagement for the show, we commissioned Stephen Mallon to shoot a time lapse video of the 2014 show installation, and deployed an #ArmoryDreamPiece social media campaign that had hundreds of attendees posting images of their favorite pieces, further extending the show’s reach.
This rebranding is credited with driving a record number of attendees to the 2014 show, and significant increases in 2015 gallery applications.