Developing the visual language for Frieze's 2022 global campaign, creating abstract artwork that established the foundation for a three-year collaboration.

In 2022 I was commissioned by Frieze to develop the visual campaign for its international art fairs.
The challenge was unusual. The artwork needed to promote one of the world's leading contemporary art fairs without competing with the artwork exhibited inside it. Instead, the campaign had to communicate the spirit of Frieze through abstraction alone.

The project evolved through extensive experimentation.

Natural textures, artists' materials and organic forms were observed, magnified and digitally transformed into abstract compositions. Rather than recreating these references literally, I explored how they could merge, interact and evolve into something entirely new. 

Much of the process centred on discovering unexpected relationships between materials.

Paint, stone, glass, fabric and organic textures became starting points for a series of digital experiments that balanced familiarity with abstraction.