Art.Fair.Mont
Roles
Campaign Creative Direction, Strategy
& Concept Development
Celebrating its debut during San Francisco art week, Art.Fair.Mont presents contemporary galleries from Mexico, Zimbabwe, Minneapolis, Pittsburgh, Houston, and the Bay Area, inside the city's most storied location, The Fairmont ,for an intimate gathering of discovery, cultural conversation, and artistic discourse.
The creative direction was built to contrast against the Renaissance Revival and Neoclassical style of the Fairmont itself. Being a new name to San Francisco Art Week, the visual direction positioned GCS Agency with a bold and timeless brand that could become a pillar in the art community for years to come. The bold GCS blue took center stage to stand apart from the strong creams and blacks of the Fairmont brand, and the AFM variable logo mark was meant to pair well with the strong architecture of the building.
The creative direction was built to contrast against the Renaissance Revival and Neoclassical style of the Fairmont itself. Being a new name to San Francisco Art Week, the visual direction positioned GCS Agency with a bold and timeless brand that could become a pillar in the art community for years to come. The bold GCS blue took center stage to stand apart from the strong creams and blacks of the Fairmont brand, and the AFM variable logo mark was meant to pair well with the strong architecture of the building.
