The Fruitmarket Gallery
This is Unreal.

One of Edinburgh's most respected contemporary arts institutions, The Fruitmarket Gallery lies at the heart of the city, tucked at the rear side of Waverley station. Its hidden position meant it was often missed by visitors.

We turned the location into the identity's focal point by discovering that the distinctive shape of the station formed an 'F' shape. This became the marque, with the surrounding lines and streets adding graphic depth.

This is real.



Following the first year of the re-brand, footfall to the gallery increased 125%.

The rebrand helped to cement the gallery as an institution within the Edinburgh festival scene.

A new look helped to attract more established artists to the venue.