Studio Sly’s identity for Antoinette Ferwerda expresses her growth from artist to gallery owner
In making the move from independent artist to independent gallery owner, Australian artist Antoinette Ferwerda, known for her command of light, form and reflection, turned to Melbourne-based branding studio Studio Sly to craft the identity for their venture. Inspired by the artist’s exuberant, colourful and eccentric work in the crafting of their identity, Studio Sly’s Creative Director Lauren Finks tells us “the brand refresh is almost a coming of age event,” noting the significance of reflecting her growth and the elevation of her work within the identity.
With the wordmark front-and-centre, it was crucial for the identity’s typeface to truly reflect the liberation and progress of Ferwerda, opting for a bespoke blend of Eng Gothic and Right Grotesk in the wordmark to achieve as much, whilst showcasing the breadth and character of her work in the process. “The brand needed a strong presence that was equally refined,” Finks explains, “so using a condensed style achieved this balance,” customising the horizontal bars of the typefaces to achieve a graphic consistency.
“For the body, we chose GTF Good Sans,” Finks adds, “to bring a relaxed and approachable feel and balance the formal logo.” This amiability also manifests in the vibrant colour palette and simultaneously references the colours found in Ferwerda’s work, harnessing an ultramarine blue, lavender and ‘pancake’ across the brand’s deliverables.
Fundamentally tactile, Ferwerda’s identity comes rife with printed matter, utilising complex and satisfying printing techniques – such as embossings, die cuts and foils – even utilising Ferwerda’s command of form within some of the die-cut stationery. Inspired by her artwork ‘Rose Gold Hills,’ Finks explains, “I took some of the arched hills from her original painting and translated them into the die-cut,” concluding, “making for a really interesting unboxing experience.”