Frieze Connect

Through the programme, members can connect with people and new ideas through a year-round global calendar of curated experiences, alongside premier access to Frieze fairs, an international social network (exclusive app) and bespoke members-only content and benefits.

HS was commissioned to create a new visual identity for the programme. An image focused identity that could evolve and develop over time. We conceived a simple construct; the notion of a blank canvas – or neutral surface area – canvas, paint, or paper that has malleable qualities, which in turn reveal the form of the identity through the surface.

The material choices are raw, honest and act as an open invitation to the community.

Built entirely in CG, the approach allows the series of materials to take on different characteristics – lighting, textures framing – which can be used in digital, print and online. One central idea that can be continually re-imagined, evolving over time as the programme continues to grow.