Artimed is a cultural incubator with constantly changing programming, which makes its brand a structural problem rather than a stylistic one. Too strong and it competes with the artists it exists to support. Too loose, and the institution disappears behind them. I built a typographic system that frames content rather than coloring it, flexible enough to absorb every exhibition and consistent enough that the institution stays legible across all of them.
CLIENT ▸ Artimed, atelier de projets & fabrique des envies, France
YEAR ▸ Art Director Freelance (Agence Verso, Paris, France)
AREA ▸ Culture — Arts Incubator and Programming
AUDIENCE ▸ Artist, Public, Institutional Partner, Funder
SCOPE ▸ Brand identity, modular system, image direction with Titouan Lamazou, program and event templates
SCALE ▸ 5 templates, 2 programs, 7-month engagement]
ROLE ▸ Art Director, through Agence Verso, Paris
TEAM ▸ Worked with 1 photographer, Titouan Lamazou, and the founder of Agence Verso
SCOPE ▸ Institutional and programming audit → positioning → modular identity system → event and program templates
YEAR ▸ Art Director Freelance (Agence Verso, Paris, France)
AREA ▸ Culture — Arts Incubator and Programming
AUDIENCE ▸ Artist, Public, Institutional Partner, Funder
SCOPE ▸ Brand identity, modular system, image direction with Titouan Lamazou, program and event templates
SCALE ▸ 5 templates, 2 programs, 7-month engagement]
ROLE ▸ Art Director, through Agence Verso, Paris
TEAM ▸ Worked with 1 photographer, Titouan Lamazou, and the founder of Agence Verso
SCOPE ▸ Institutional and programming audit → positioning → modular identity system → event and program templates
The Challenge
Artistic freedom and institutional consistency, which normally pull against each other
Programming that changes constantly, with an identity that cannot be redrawn each season
A brand that has to be recognizable without overpowering the work it presents
Artistic freedom and institutional consistency, which normally pull against each other
Programming that changes constantly, with an identity that cannot be redrawn each season
A brand that has to be recognizable without overpowering the work it presents
Strategic Approach
Position Artimed as an ecosystem, not a fixed identity. A platform for others' work
Modularity and openness as the structural principle, built in from the first decision
Designed to scale, because an incubator's program list grows every year
Position Artimed as an ecosystem, not a fixed identity. A platform for others' work
Modularity and openness as the structural principle, built in from the first decision
Designed to scale, because an incubator's program list grows every year
Creative Solution
A contemporary typographic identity, carried by spatial composition rather than a mark
Rhythmic flexibility, so each program has room while the structure holds
A system that frames content and then steps back, with color logic that adapts per exhibition
A contemporary typographic identity, carried by spatial composition rather than a mark
Rhythmic flexibility, so each program has room while the structure holds
A system that frames content and then steps back, with color logic that adapts per exhibition
Scope & System
Modular framework with typographic guidelines across 5 templates
Event and program templates that the institution's team runs without a designer
Flexible color logic that adapts by program while the structure stays fixed
Modular framework with typographic guidelines across 5 templates
Event and program templates that the institution's team runs without a designer
Flexible color logic that adapts by program while the structure stays fixed
Deliverables
+ Logo system and brand identity
+ Typographic guidelines
+ Program and event templates
+ Digital and print applications
+ Logo system and brand identity
+ Typographic guidelines
+ Program and event templates
+ Digital and print applications
Role & Leadeship
Art Director, working through Agence Verso, Paris.
The temptation in cultural work is to make the institution look as interesting as the art. That is the wrong ambition. The identity's job is to make the art easier to encounter, and restraint is the only way to do it.
Art Director, working through Agence Verso, Paris.
The temptation in cultural work is to make the institution look as interesting as the art. That is the wrong ambition. The identity's job is to make the art easier to encounter, and restraint is the only way to do it.
On The Work
Cultural institutions are judged on what they present, not on how they present it.
A brand system that frames rather than decorates is the harder thing to design and the only thing that survives a program changing four times a year.
Cultural institutions are judged on what they present, not on how they present it.
A brand system that frames rather than decorates is the harder thing to design and the only thing that survives a program changing four times a year.
The logo was designed as a structured yet open typographic mark,
reflecting both institutional rigor and creative possibility.
reflecting both institutional rigor and creative possibility.
Looking to craft a visual identity that navigates complexity with clarity & purpose?
