Social
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Service:
Branding
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Year:
2023
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Creative Direction:
Chris Bleackley
Social is a gallery space created by Wellington Boys and Girls Institute (BGI), a not-for-profit organisation supporting young people through creativity, community, and opportunity.
The gallery was established to connect young people with the wider art world, creating a space where emerging artists, local creatives, and the public could come together through exhibitions and events.
The Challenge:
The gallery needed an identity that could feel credible within the arts community while remaining connected to the values and purpose of BGI.
The challenge was creating a brand that felt welcoming, contemporary, and culturally relevant—something capable of attracting both established audiences and the next generation of creative talent.
The Approach:
The name Social was borrowed from one of BGI's core principles and reimagined as the foundation of the gallery's identity.
Drawing from a crest originally created for BGI, the visual system was built around a simplified icon that references the organisation's values while creating a distinctive and flexible identity for the gallery itself.
The result is a brand that feels approachable, community-focused, and connected to the creative energy at the heart of the space.
The Outcome:
Social launched with a clear and recognisable identity that helped establish its place within Wellington's arts community while remaining closely connected to the wider mission of BGI.
The identity provides a flexible foundation for exhibitions, events, and future growth, helping the gallery engage both new audiences and emerging artists.