The approach, Bethnal Green
The approach, Bethnal Green
IdentityWebsite
The approach is a contemporary art gallery in London that has been active since 1997. One of the gallery’s original objectives was to offer solo exhibitions to London-based artists at the start of their careers — several of whom have gone on to achieve international success.
When we began working on renewing the gallery’s identity, we noticed the intriguing pattern of geometric shapes created by the letterforms in its name. The letters e, a, o and c created a visual rhythm that we found interesting and wanted to emphasise. Therefore, we selected a typeface with an equally pleasing geometrical rhythm in its letterforms and built up the identity from the logotype. The general identity is clear, crisp and controlled. The website is primarily image-led. The layout creates an immersive feel while maintaining a user-friendly approach, balancing white space, imagery and typographic texture.
Web development: Richard Cook
2022
