Task: Identity, print design, web design, art direction
“They are literally pictures of nothing, but nothing has never looked so good.” — Art Critic John McDonald, Sydney Morning Herald.
Murray Fredericks has been represented by Hamiltons Gallery for over ten years and has been exhibited along side photographers such as Annie Leibovitz, Irvin Penn and Helmut Newton. Fredericks' identity needed to be subservient to his work. His art is expansive, immersive and at times surreal - this experience is something that we wanted to replicate. We developed the identity to mimic his use of space, to try and achieve the same physical sense of awe in nature that his work makes us feel. Using a simple wordmark we anchored it to the center-top of each format, so that the central area was always empty. The strategy to his online portfolio was to mimic the experience of viewing his work in a gallery. We restrained what the viewer needed to see when navigating the website by removing anything that could distraction the viewer from the work whilst still keeping the navigation functional.Completed at The Colour Club