The Gallery of Us

The Art Gallery of Ontario (AGO) wanted to rebrand, in part to appeal to younger, experience-seeking residents who think of art museums as ivory towers reserved for the elite. They needed to find a way to connect and deepen their relationship with new and existing audiences, and remind them that art and the AGO is for all of us.​

We introduced a new positioning - Gallery of Us - and created a design system that provokes curiosity through contrast and contradiction. It establishes the AGO as a platform where divergent perspectives come together, and where the provocative is often juxtaposed with the banal.