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Terrane Group
New York, NY
New York, NY
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Fotografiska is on a mission to redefine the modern day art experience. Its spaces challenge the traditions set by the institutional art establishments – welcoming immersive experiences, rapidly-rotating exhibitions, and lively conversation. The brand does not shy from controversial artists or subjects; instead provides a platform for these topics to be confronted and explored.
The challenge was clear: How can Fotografiska’s brand identity fully capture its bold reimagination of the museum experience? Since its 2013 debut in Stockholm—with black walls, lively crowds, and drinks among the art—Fotografiska’s offbeat approach resonated with insiders but wasn’t immediately evident in its visual or written identity. The goal became to craft a refreshed, impactful persona that reflected the weight, ambition, and unconventional spirit of Fotografiska’s approach to experiencing art.
Museum / Immersive Experience
Research revealed a need for Fotografiska to move beyond the traditional, institutional look of many museums, embracing an identity that mirrors its unconventional spirit across print and digital applications. This research informed the creation and introduction of bold new brand elements and communication frameworks, enabling Fotografiska to express itself as a provocative, confident cultural destination—a space where art feels as dynamic and boundary-pushing as its audience.
The Fotografiska global brand's refreshed visual identity introduces an impactful set of brand standards, emphasizing both bold aesthetics and a dedication to visual storytelling. Key updates included a striking, dominant blue and a headline typeface that commands attention, enhancing brand recognition across all platforms.
Central to this refreshed identity is a focus on photography as the brand’s centerpiece, celebrating its artistry and positioning it as the heartbeat of the brand experience. These elements come together to create a more expressive and flexible framework, allowing Fotografiska’s brand to resonate powerfully while adapting seamlessly across various applications.
Building on the updated visual identity, Fotografiska undertook a comprehensive digital overhaul, ensuring the new brand elements were seamlessly integrated across all touchpoints. This included a refreshed website designed to elevate user experience and showcase photography as the hero, alongside refined digital and social media communications that reflect the brand’s bold, expressive style. Onsite, environmental digital signage was transformed to create an immersive brand environment, capturing the vibrant, artistic essence of Fotografiska in each space.
