A fine art narrative

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The “lips” quickly became the promo image of Merritt’s new website. In this particular pairing, I imagined the words coming out of the model’s mouth.

The “lips” quickly became the promo image of Merritt’s new website. In this particular pairing, I imagined the words coming out of the model’s mouth.

This summer, I worked with American fine art photographer Natacha Merritt on re-branding her website.


The brief

Merritt needed a complete re-branding of her digital presence where her fine art and commercial branch could come together.


The process

With the photographs being the core of this project, I first studied Merritt’s work before coming up with concepts. Many of these photos were captured at an arms length by the artist herself, or during various productions where Merritt documented her attempts in immersive theatre, and more. Here, I saw a lot of movement, tension, rawness and intimacy between different entities. My visions was to bring these attributes together in one gridded gallery where typography and colours would “help” the unspoken narrative to surface. One way to do so was to play with slanted or tense/cropped typography with a sense of direction dependent of adjacent images.


Design choices

I began my typographic research at Barbara Kruger’s bold Helvetica set on coloured boxes and landed on FACIT: an Avenir-look-alike which is softer and more playful. I think it sets Merritt’s identity to a more commercial tonality, with charming characters like lowercase “w” adding a “curved” surprise ending in its italic form. I then mixed small font sizes, big word games and a lot of whitespace to emphasise a “galleristic” feeling. The sober bright red was conveniently colour-picked from Merritt’s “lip” photograph.


The result

With the help of developer The H.I.V.E. Resistance, I designed a new website for Merritt. My work was summed up with the following deliverables, with many checkpoints along the way to ensure the artist’s satisfaction:

  • Logotype

  • Concept for typographic hierarchies

  • Production of typographic assets

  • Web design (UI/UX)

  • Grid layout for landing page

  • Product editing (Prints & Books)

  • Content for newsletter


See more images in my Natacha Merritt portfolio section. Read more about Natacha here. See finished website here.

/Niki