Minnesota Street Project is a gallery space in San Francisco that offers economically sustainable spaces for art galleries, artists and related nonprofits. The space has been transformed from three abandoned warehouses into a thriving art community that preserves the environment of the warehouse setting. I reimagined the visual identity of Minnesota Street Project, drawing inspiration from the unique industrial, constructive characteristics of the space.

Logo explorations

After researching the organization, I sketched different logos and experimented with various geometric shapes to embrace the venue’s history.

I ultimately selected the logo that effectively captures the venue’s signature warehouse facade, while also incorporating the letter M. The logo is intentionally minimalistic and easy to identify, making it a memorable symbol that represents the brand’s identity in a clear way.

Typography

Drawing inspiration from the newly created logo, I developed a custom font that pays tribute to the industrial roots of Minnesota Street Project while simultaneously elevating the brand’s overall aesthetic. The typography was carefully crafted to complement the logo.

Posters & Prints

I created various designs for posters, booklets, and print materials to promote the brand. I imagine the posters will be displayed on streets in San Francisco. The strong typography and the saturated blue color can catch attention and attract visitors. The distinctive shape of the logo also serves as an image container, allowing it to be utilized in a variety of contexts.

Spatial Design

These examples demonstrate how the updated visual identity can be used in the interior and exterior of the venue and effectively communicate the unique character of Minnesota Street Project.

Website

I created a website for Minnesota Street Project that is tailored to highlight current exhibitions, showcase the work of its artists, and provide users with an intuitive and engaging browsing experience. I was able to unify the brand’s visual language and create a cohesive online presence for Minnesota Street Project.

As part of the website design for Minnesota Street Project, I developed an interactive variable type builder that enables visitors to personalize their experience by creating their own messages using the new typography. The type builder is powered by P5.js, which enables users to experiment with the typography and create unique variations in real-time. This feature reinforces the brand’s focus on creativity and self-expression.

Transmedia display

At the entrance of Minnesota Street Project, I designed an interactive map display that provides visitors with an easy way to discover information about current exhibitions and artists. The map is user-friendly, making it an engaging way for visitors to navigate the gallery space. This feature adds to the overall visitor experience and reinforces Minnesota Street Project’s commitment to promoting and showcasing contemporary art.

Social media

Thank you for stopping by and viewing till the end! If you’re interested in my other graphic design work, you could follow my design Instagram page where I post behind-the-scenes, in-progress design work weekly :) Special thanks to my professors Brad Bartlett, Siyun Oh, Miles Mazzie, and Roy Tatum.

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