New Art West Midlands
New Art West Midlands was previously known as Turning Point, but new director Craig Ashley felt that a name change would better reflect its position as the contemporary arts network for the region.
The starting point for the identity was a hand painted sign made by Sarah Taylor Silverwood as part of her STS Signmakers project, and Craig asked if I’d be interested in working with Sarah to develop this into a full identity. The final identity is based on the three dimensional letters of Sarah’s original painting, which were recreated in 3D software and moved into a variety of positions, before being output and traced by hand. Two weights of GT America provide a sufficiently pared back contrast to the graphic.