FRUITION
A DADAH EXHIBITION
Branding / Visual Identity / Wayfinding / Web Design
January - May, 2025
For Webster University’s 2025 DADAH Senior B.F.A/B.A Exhibition, I was tasked with designing and assembling a strong, representative visual identity. This involved balancing the needs and wishes of the 31 artists featured in the showcase, while also ensuring the produced materials successfully advertised the show on and off campus.
The collection of designs for Fruition include digital & printed posters, postcards, a website, a gallery map, gallery signage and wayfinding, opening night takeaways, social media posts, and an archival book.
Fruition’s title, logo, visual identity, and content were created and designed by Rachel Ganey.
To visit the official Fruition website, click here.
The visual identity of this exhibition revolves around the idea that the process can be just as powerful as the final result.
During the first 8 weeks of planning, I collected photographs of each artists’ work while in progress, referring to them as “textures.” The idea was that these images would be recolored, abstracted, and used as the identity’s only source of ornament. This collage-style use of photographs references all types of media and practice, and it unknowingly exposes the viewer to the side of an exhibition they rarely see. These images are superimposed on paper textures, which is intended to reference the concepts of brainstorming, ideation, and planning… things that must happen for a work to come to fruition. I took the color palette used for recoloring and turned it into a secondary asset series. They are used next to artist names and portraits in places such as the map and the website.
The goal was to give all 31 artists their own unique combination of ornamentation that was still able to unite in primary content.
The gallery map was placed inside of a double gate-fold brochure. The isometry creates a dynamic, but still minimal composition. The color palette adds fun to the wayfinding.
double gate fold gallery brochure exterior, featuring 'collage' spread upon first opening
