MULTIPLIED

This annual art fair running since 2010 presented a challenge to reimagine its identity following the core concept of seriality. An identity that started as the 2D expression of this idea progressively conquered new dimensions. Integrated brand programs implemented in print, digital and exhibition channels built a loyal audience.

Multiplied, an annual fair taking place in parallel to Frieze week, identified itself as the only fair in the UK dedicated exclusively to serial editions in contemporary art; prints, photography, 3D multiples and artists’ books being its focus. In its sixth iteration, the art fair called for a transformation of its identity that would reflect the evolution of the fair itself. The identity of the Multiplied Art Fair assumed from the beginning, a graphic approach that represented the concept of print and seriality as a flat form that progressively conquered new dimensions. The creative challenge presented to us was to go back to the roots of the very concept of printing, while still allowing the audience to recognize the sixth version as a natural evolution of the previous identities. We called upon the essential principles of the printing process and used color to go back to that root: Cyan, Magenta, Yellow and Black were the point of departure.Multiplied, an annual fair taking place in parallel to Frieze week, identified itself as the only fair in the UK dedicated exclusively to serial editions in contemporary art; prints, photography, 3D multiples and artists’ books being its focus. In its sixth iteration, the art fair called for a transformation of its identity that would reflect the evolution of the fair itself. The identity of the Multiplied Art Fair assumed from the beginning, a graphic approach that represented the concept of print and seriality as a flat form that progressively conquered new dimensions. The creative challenge presented to us was to go back to the roots of the very concept of printing, while still allowing the audience to recognize the sixth version as a natural evolution of the previous identities. We called upon the essential principles of the printing process and used color to go back to that root: Cyan, Magenta, Yellow and Black were the point of departure.