Role: Digital Artist / Visual Identity
Year: 2023
Disciplines: Brand Identity, Campaign Design, Digital Art, Motion Design
Commissioned by: Frieze
Developing a global visual language for Frieze, creating abstract campaign artwork that unified five international art fairs while giving each a distinct identity.
Introduction
Over three years I collaborated with Frieze to create campaign artwork for its international art fairs.
The challenge wasn't to represent the art itself, but to create an abstract visual identity that captured the atmosphere of each fair.
Developing the Visual Language
The project evolved through extensive experimentation.
Materials were layered, stretched and transformed into abstract forms that balanced familiarity with ambiguity.
Building the Campaign
Each city developed its own palette, materials and atmosphere while remaining connected through a consistent visual approach.
Final Outcome
The final artworks formed the visual identity across Frieze's international fairs, appearing across digital, print and motion.
The project became an exploration of how abstraction can communicate identity, creating a cohesive visual system without relying on literal imagery.
