DOROTHEA
ART INITIATIVES
Dorothea Art Initiatives is an independent art consultancy agency with offices in London and Stockholm, which organizes exclusive gallery and studio tours for small groups on locations unavailable for the general public. Founder and namesake of the agency is an extremely impulsive, versatile and colourful personality, and as her business is strongly related to her, we designed her agency an identity that is fun, colourful and dynamic. The logo was deliberately designed to be minimalist, but we used a combination of different colors to match the owner’s character to complement it: business cards are duplexed (meaning they are made of two different colored papers glued together), the website’s colors are constantly changing, the two sides of the duplexed compliment cards differ from the third color of the envelopes they are being tucked in, etc. The resulting identity consists therefore of a multitude of color combinations that are almost never repeated. In addition, business cards are also perforated at the „O” letters – referring to what the guests will see at the event will be seen through Dorothea’s personal filter. And as all guests get more identity elements on arrival, the rainbow of colors immediately raises attention and sparks conversation, making it easier to connect for attendants who often are unknown to each other.
Designed in 2013
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