Brunswick Street Gallery
On the land of the Wurundjeri people, in the heart of Melbourne's famous Fitzroy, Brunswick Street Gallery (BSG) has been a much loved meeting place for artists, collectors and art lovers. An institution of sorts, many locals have a story or two about lively evenings spent at the gallery. Over the years, BSG has matured somewhat. There are still packed openings and gatherings, but everything from interiors to art curation has grown to be a little more refined. Our relationship with BSG began with a need to reposition the brand — celebrating the past, expressing the present and creating space for the future.
A NEW ERA.
Brunswick Street is an eclectic streetscape rich with warmth and vibrancy. BSG has a deep connection to its home and the creative community, with a long history of staunchly supporting artists. The gallery holds special memories for many people. We didn’t want to dismiss this when repositioning BSG, our strategy was to deliver a brand that looks to the future while celebrating the past.
Like the gallery, the brand is a fine balance of sophistication and grit, creating a solid base to celebrate its artists with pride.
A MULTI-FACETTED LITERAL STATEMENT.
BSG hold longstanding and nurtured relationships with their artists, and are proud to play an important role in their growth. Sharing expertise and knowledge openly, they strive to create the breathing space required for artists to explore and hone their craft. When developing a language for the new brand, the theme of space came up repeatedly. The brand statement presents literally, but represents so much more. Brunswick Street Gallery is a refined retreat; a place to take a breath, think and discover. It is, a space for art.
Stepping into Brunswick Street Gallery provides instant serenity. The restrained interiors are a welcome retreat from the chaos of the street, offering an invitation to take a moment and contemplate the curated yet eclectic range of works. That contrast, or tension, is something that had to exist in the brand. Through careful choices and combinations, the BSG brand feels brutal but with a certain softness. It conveys strength and confidence while feeling open and warm at the same time – an important tone to get right, considering the role they play.
The BSG website caters to artists and collectors alike, extending the gallery's reach with integrity and purpose.
DESIGNED FOR GROWTH.
When we reconnected with Brunswick Street Gallery, they’d come a long way but still had plenty of room to grow. The team are energetic, buzzing with ideas and initiatives to support their diverse community. To help BSG step into the future with confidence and cohesion, we built a future-proof brand. A sub-brand system allows for easy execution of endeavours, employing a bold use of colour to communicate the excitement beneath the surface.
Presenting with confidence of character, the new BSG carries creativity with expertise and discernment.