A common theme in Sydney artist, Midori Furze’s paintings is the “Red String of Fate”. In Japanese culture, it is believed that an invisible red string tied around the little finger connects two people destined to be lovers, regardless of time, place or circumstance. This theme was used as a basis in the development of this brand identity, with its strong colour and line giving a dynamic movement to the design. A neutral grey-scale tone was used for all other elements, so as not to distract from displayed artworks.