Art Hall, meaning “The Hall of Fine Arts” sought a visual identity that would capture the vibrant spirit of modern art without veering into the realm of the overly intellectual, dark, or distant. Instead, they envisioned a world brimming with color, freshness, and a sense of dynamic change; an identity that felt lively, accessible, and ever-evolving. As a cultural holding company with diverse subsidiaries, Art Hall needed a cohesive brand system that could unite its varied ventures under one harmonious visual language.