The Armory Show

Brand positioning, brand identity, website redesign, print collateral design & production, print & digital advertising, social media strategy, on-site signage

The Challenge:

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.

The Solution:

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.

To convey the scale and scope of The Armory Show and build anticipation for the opening, we commissioned Stephen Mallon to shoot a time lapse video.

The Armory Show - Save The Date
Click on above image to visit The Armory Show's Website.

Click on above image to visit The Armory Show's Website.

Armory Show Catalogue
Armory Show Collateral
Armory Show VIP Kit
Armory Show Stationery