Project Background
As a company grows, it needs to respond to market changes, even in the transitions in mindset of the founder. The branding of the company needs to adapt and visually reposition itself to both business partners and consumers. This Shanghai based company has pivoted to the art industry, doing art buying, curating, exhibitions, residency programs, artists related events and collaborations.

Interestingly, the client has a different take on what art means relative to prevailing perceptions in the China market. They believe art should be accessible to everyone, regardless of age, social status, and career background. Not only for the rich and social elites. Hence UI came into being. Part of the old entity FRUIT, and placing special emphasis on this relationship and interface between, you, I and Art.

Presenting UI. 


但对于艺术,尤其相对于中国这个大环境,客户有着与众不同的理解。艺术不应该有距离感,更不是有钱人才能欣赏涉及的玩意儿。艺术应该走出去接近人,无论年龄,阶层,行业。所以就有了 UI 这个名字和概念。UI 还是原本公司名字 FRUIT 的一部分,但是希望是焕然一新的视觉展现。

我们很开心介绍 UI。

The Art of U & I
Design Rationale
The Art of U & I.

Visually, we want to express the relationship, this literal space, between you and I. Setting the brand element apart we place content in the middle. This treatment made multiple posters into a series, and brochures into contiguous pages. And this can be done ad infinitum.

Tone and manner wise, we took special care to balance the relationship between colour and white space. We meant to present a quiet confidence.




Grids & Geometry


Colour Relationship

Like a person, a company grows, adapts, changes. Branding design needs to cater for that possibility too. The three colour tones were meant to roughly correspond to Art, Design, Event, three potential core offerings. Or it might not. And that's ok. 

Branding design is a vessel, encapsulating a founder's vision, within the existing visual parameters of an industry. 

Just like the shifting colours below, UI promises to become so much more. And that's our best wishes. 



就像下面百花齐放的颜色,UI 的未来也会是如此。这是我们最诚恳的祝福。

Back to Top