Pace 540W25 Inaugural Exhibitions

In September 2019, Pace Gallery’s fall shows opened in a new flagship building at 540 West 25th Street in Chelsea. Pace’s brand identity was refreshed to coincide with the opening. I worked with the Design team to create a cohesive campaign that both promoted the inaugural shows and introduced our new brand typography. While all shows had a consistent type treatment, each was assigned a unique color based on the works in the corresponding exhibition. Promotional materials ranged from announcement cards—mailed together as a set—to print ads to bookmarks.

Creative Direction: Tomo Makiura