LA Art Show
The LA Art Show is one of the largest and longest running art fairs in the world, filling 180,000 square feet of the LA Convention Center with more than 100 galleries each year. As Creative Director at Palm Beach Show Group, I led the show's visual identity: an annual system built around a new color and subject each edition, carried through wayfinding, booth graphics, badges, digital design, and billboards across the city. For 2022, that meant orchids in magenta, from a 3,700 square foot video facade down to the badge on a lanyard.
Client
Palm Beach Show Group
Type
Brand Identity
Year
2022
The Strategy
Challenge
The brand had to work as a system, not a one off. Each edition takes on a new color and subject, so the framework had to be simple enough to rebuild every year without losing the show's identity. That color then had to carry through everything: wayfinding, booth graphics, badges, digital design, and billboards across the city. All of it strong enough to unify a citywide presence, and quiet enough to never compete with the art.
Goals
Build a framework the show could rebuild every year in one move: swap the color, swap the subject, keep the identity. Make the color do real work as navigation, so guests find their way through 180,000 square feet by hue alone. Give 100+ galleries signage that serves them without overshadowing the art. And make the system unmistakable at every distance, from freeway speed down to the badge on a lanyard.
Outcome
One color and one subject carried the entire show: freeway banner, video facade, wayfinding, booth signage, badges, and a citywide digital campaign
The 2023 edition drew around 60,000 attendees, a 35% increase over the prior year
More than 120 galleries from around the world exhibited under the system, each with booth signage that never competed with the art on their walls
The Opening Night Premiere campaigns, hosted by Kaia Gerber in 2022 and Ashley Tisdale in 2023, drove ticket sales with 15% of all proceeds benefiting St. Jude Children's Research Hospital
