Case Study: Uncovered Spaces

Overview

Uncovered Spaces is an ongoing exhibition and event series that highlights the voices of female and LGBTQIA+ artists, focusing on the social structures that shape our lives. It provides a collaborative platform for conversations around identity, gender, and creative expression. The initiative called for a bold, modern brand identity that could visually support and elevate this mission of visibility, intersectionality, and empowerment.

The Challenge

The client needed a visual identity that:

• Communicated depth, exposure, and complexity
• Felt inclusive and strong, without relying on cliché gendered symbols
• Worked across digital, print, and environmental applications
• Created a space for the artists’ work to shine—without overshadowing it

Our Approach

We began by immersing ourselves in the project’s core themes: visibility, social systems, gendered perspectives, and creative solidarity. From these, we extracted a key insight:

Visibility isn’t just about being seen—it’s about uncovering the structures around us.

This became the foundation for the logo concept.

Design Solution

Logo Design

The final logo features interlocking, three-dimensional forms that suggest both architectural structure and open spaces. The interplay between shadow and light creates a visual metaphor for revealing what’s hidden—aligning directly with the exhibition’s name and purpose.

Typography

We used a bold, modern sans-serif typeface to convey clarity, confidence, and contemporary relevance. Stacked text creates strong visual balance and mirrors the layered concepts within the exhibition.

Color Palette

A minimalist grayscale palette was selected to:

• Let artists’ works take center stage
• Create a professional and academic tone
• Symbolize the uncovering of nuance within rigid social structures

Impact

The branding for Uncovered Spaces has been applied across:

• Gallery signage and promotional materials
• Social media campaigns
• Digital exhibition platforms

The identity has successfully provided a visual anchor for the series—helping unify diverse programming under a single, powerful aesthetic.

Key Takeaway

Good branding doesn’t shout—it reveals.
For Uncovered Spaces, the identity creates room for expression while standing firmly for visibility, equity, and connection.