MADE FOR ART

The 2022 Firehouse exhibition by Andy Goldsworthy in San Francisco transformed the remains of his destroyed Spire sculpture into a collection of artworks exploring destruction, rebirth, and transformation. However, the initial Haynes Gallery gallery setup lacked advertising or a catalogue, and the plain and minimal environmental graphics did not fully convey the depth of the exhibit’s theme. In response, I redesigned the exhibit’s visuals, creating new wall graphics and promotional materials that captured the emotional power of the work. I also developed a narrative catalogue and website to engage viewers further and extend the exhibit’s message beyond the gallery.

CHALLENGE + SOLUTION
The challenge was to elevate the visual identity of the exhibition, which initially had plain, disconnected graphics that didn’t match the powerful themes of destruction and renewal. My solution involved using bold, textured visuals and impactful typography to reflect the dark, charred materials of Goldsworthy’s work. I also incorporated a cohesive design language into the catalogue, website, and external advertising, ensuring that the entire experience—from initial awareness to gallery visit—aligned seamlessly with the transformative themes of the exhibition and artwork.