Wilkinson Contemporary
GALLERY BRANDING, HOVE, U.K.
Wilkinson Contemporary is an independent contemporary art gallery located within a private regency residence in Hove. Rather than operating as a traditional full-time gallery, the space hosts a carefully curated programme of limited-run exhibitions, creating moments that encourage visitors to return and discover new artists throughout the year.
Alongside the physical gallery, in the second phase of the project we designed an e-commerce website that remains open all year round, allowing collectors to browse and purchase artwork after each exhibition has closed.
Good Noise was appointed to develop the gallery's brand identity and website, creating a visual language that reflects the quality of the work on display while supporting both the gallery experience and online sales.
Launching a new gallery meant creating a brand from the ground up.
The identity needed to appeal to artists, collectors and first-time buyers alike, feeling contemporary and distinctive without competing with the artwork itself. It also had to work equally well across exhibition graphics, printed materials, signage and a digital platform where the artwork would become the hero.
The challenge was to create a brand that felt confident and memorable, while remaining understated enough to complement an ever-changing collection of contemporary art.
We looked beyond traditional gallery branding and instead drew inspiration from the experience of exhibiting artwork.
The logo centres around a bespoke monogram that combines the W of Wilkinson with a subtle reference to the gallery environment. The negative space forms the 'C' of Contemporary, appearing as a picture frame hanging over the apex of the W.
This simple idea became the foundation for the wider identity.
A restrained colour palette, refined typography and generous use of white space allow the artwork to remain the focal point while creating a distinctive and recognisable brand across both physical and digital touchpoints.
The accompanying website was designed with the same philosophy. It provides a calm, intuitive experience that showcases artists and exhibitions beautifully, while making it simple for collectors to enquire about and purchase original works online.
The W in the logo also acts as a frame for artwork by featured artists, allowing the identity to evolve with each exhibition. This creates a dynamic brand system that celebrates the changing programme while ensuring the artwork remains the hero, rather than the gallery identity itself.
Wilkinson Contemporary launched with a distinctive identity that reflects its curatorial approach and ambition to make contemporary art feel both accessible and desirable.
The combination of a flexible exhibition space and an always-open ecommerce website gives the gallery two complementary ways to engage audiences. Visitors can experience carefully curated exhibitions within the physical space while collectors anywhere in the UK and beyond can continue to discover and purchase artwork online between exhibitions.
The project demonstrates how thoughtful gallery branding, art gallery website design and a clear creative strategy can create a brand that allows both the artwork and the gallery itself to stand apart.
