The main objective of this university project was to "Build DMU Gallery's profile and encourage participation." The brief goes on to ask for "A visual identity and promotions for the Gallery at DMU." I also needed to consider the audience, the tone of voice and the implementation of the project within the University branding.
So with the briefing out of the way, I decided to look at the architecture of the building, with it being in the newest building on campus and a prominent feature of said building. I took cues from the diagonal shapes and angles of the steel beams creating the structure of the building. This was used as the basis of the art work, with my own photographs of the building, the exhibitions and artworks on display being used as the focal point. I put this in a diagonal 'frame' which created the overall brand iconography, everything has this diagonal to it.
I used gold typography in the logotype to reflect the prestige of the artwork and relate to the fact that DMU is a TEF gold institution. The posters designed for this are based on the shape of the building. A 'whats on' guide was also created, with this being designed to advertise the various events and exhibitions going on within a six month period.