Discover Firebelly Design’s innovative branding and visual identity for ART on THE MART, a public art initiative in Chicago, blending dynamic elements with strategic design.
Firebelly Design’s latest project, ART on THE MART, showcases a masterful blend of dynamic visual identity and strategic branding. The challenge was to reinvent the brand for ART on THE MART, a public art initiative in Chicago, ensuring it resonates with both seasoned art enthusiasts and casual viewers.
Drawing inspiration from the vivid projections displayed on the MART, Firebelly crafted a fluid brand identity that mirrors the transformative power of light and art. This reimagined identity incorporates elements such as dancing light reflections on the Chicago River and the timeless art deco architecture of the MART itself. The goal was to create a brand that feels both familiar and distinctively memorable.
The design system is anchored by a versatile color palette rooted in Chicago’s essence. Primary black and white tones are complemented by a fiery red, river blue, and natural wheat. These colors adapt to the artwork, allowing each campaign to evoke a range of emotions from serene to electrifying.
Firebelly’s approach to campaign layouts is equally innovative. By categorizing design assets into modes like “silhouette,” “freeze frame,” and “bending light,” the team created a cohesive yet flexible framework. This structure ensures that each artist’s projection is highlighted effectively, making the communication clear and engaging.
The ART on THE MART website extends this dynamic identity into the digital space, offering an interactive experience for users. It serves as a comprehensive resource for learning about upcoming projections, artist profiles, and planning visits. Typography plays a crucial role in the brand’s visual language, with primary typefaces inspired by the MART’s construction era, providing a modern twist on classic design.
In summary, Firebelly’s branding for ART on THE MART is a testament to the power of thoughtful, adaptive design in public art. This project not only redefines the MART’s visual identity but also reinforces its position as a cultural beacon in Chicago.
Branding and visual identity artifacts
Check out the full case study and other project at firebellydesign.com also for more information visit Will Miller’s website.
