Rebranding concept for an Istanbul-based art gallery that opened its second branch in Berlin in 2016. My pitch envisaged a blue-chip logo and identity akin to other big industry players, whilst keeping everything consistently minimal. Such a change seemed highly advisable considering the competitive market in an environment defined by aesthetics and style. Regrettably, the gallery ultimately resolved to stick with its old identity. Its name and details were altered for discretion and portfolio purposes here.