Website Rebranding — Bellweather Agency

Project Team

Emily Lessard

Strategy + Marketing

Louis Lee

Creative Direction

Sara Duell

Design

Caitlin Clingman

Design

Qadir El-Amin

Design

Grace Han

Design

Emily Lessard

Strategy + Marketing

Louis Lee

Creative Direction

Sara Duell

Design

Caitlin Clingman

Design

Qadir El-Amin

Design

Grace Han

Design

We rebranded the historic Aperture Foundation, designing a bold yet elegant identity to reinvigorate the brand. Our rebranding touched every part of the organization, including the logo, brand identity, ephemera, printed stationery, guidelines, and website. Every piece and channel, including Aperture’s annual benefit gala and their publications, is now unified with clean, impactful visuals.

VISUAL BRAND

The Aperture rebranding is built from minimal black-and-white graphics, allowing images to shine. Futura—inspired by the first issue of Aperture magazine in 1952—is the primary typeface.

PUBLICATION BRANDING

We created a brand system for Aperture’s publications in which the logo appears at exactly the same size in exactly the same place, no matter the size or shape of the book. This consistent sizing unifies the brand and exciting visual repetition on bookshelves. Aperture’s library can vary in size and content, but its visual brand brings it all together.

BOOK DESIGN

We’ve designed over twenty art books for Aperture since 2010, including the award-winning publications: Dandy Lion: The Black Dandy and Street Style; The New York Times Magazine Photographs; Martin Parr’s Life’s A Beach and Coloring Book; Richard Mosse’s Infra; Photography Changes Everything; Mexican Portraits; and Go Photo!

APERTURE AT 60 GALA

We designed the materials for Aperture Foundation’s Sixtieth Anniversary Gala Dinner & Photography Auction, including the event invitation, gala graphics, and printed catalog. Also, see our other gala and event design work for NYC.

APERTURE.ORG WEBSITE DESIGN

We redesigned aperture.org to be a vibrant, expansive home for photography. Aperture.org was relaunched in 2011—making it one of the first cultural institutions to have a responsive website. We also created several microsites within the rebrand: for the flagship Aperture magazine; the online store; The PhotoBook Review (we also designed the printed publication); and the Aperture Blog. Each microsite has their own mini-brand—with their own templates, typography, and styles—unified under the Aperture rebranding.

We also rebranded the Magnum Foundation, another storied cultural non-profit.

Sector

Cultural & Non-Profit

Discipline

Brand Audit & Research
Brand Strategy
Content Development & Strategy
Custom Publications & Editorial
Website Audit & Strategy
Website Design & Development

Client

Aperture Foundation

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