Nellie Castan Gallery started in 1999. 10 years on, it is now a well established commercial art gallery in Melbourne.  In 2009 the director, Nellie Castan, decided it was time to refresh and update their corporate ID. Rather than creating a brand new visual identity for the gallery, I simply changed the style guide, keeping the signature red, creating a new look for their exhibition invitations and advertising, introducing a new typeface and designing a completely new website.
Stationary
Original logo (top)
New logo (bottom)
The new logo is now red text on a white background which makes it much easier to place. The little white circle has been changed to a red dot symbolising the sold sticker on a painting.
I have also removed the ABN and replaced the email address with the website.
New branding applied to gallery stationary.
Promotional material
The old exhibitions invitations were very large, 210mm x 210mm and tended to bend in the mail. The gallery used to buy custom made extra large square envelopes to fit them in.
The Problem: Each envelope would require 2 x 55c stamps to post. During the rebranding stage, Nellie asked me to think of a cost effective solution while still retaining the boldness to her iconic square invitations.
The Solution: I reduced the size of the invitation to 120 x 120mm and printed them on a really thick card (420gsm) with a high gloss varnish on both sides. I also found preexisting envelopes from Paper Point. Now the exhibition invitations only require one 55c stamp. They not only looks fresher, but are better for the environment as they less paper. The square cards are also printed by an eco friendly printing company – Finsbury Green.
I designed long red address stickers that wrap around the envelope rather than getting custom printed ones. The stickers have come in handy as they can be used to label other things like CD covers, folders and large postal packages.

These Nellie Castan Gallery books are given to new clients to showcase the gallery’s represented artists.

Website design Before & After

Click here to visit the Nellie Castan Gallery website
www.nelliecastangallery.com