High stakes are at play when you leave an established marketplace for the latest trend, especially in the art world. Michael Rosenfeld Gallery needed to assuage any anxiety from its faithful collector patrons while introducing itself to a new world with a very different art buyer. As a pre-eminent dealer of works by deceased African Americans the gallery was also concerned with being perceived as narrow and historic in a location built on hyper-current art.

The new brand identity was created with a strong visual reference to the original, yet infused with a modern design philosophy that balanced the gallery’s heritage with the vibe of the new neighborhood.