Thelma Hulbert Gallery aimed to attract more visitors to view its exciting exhibitions and explore the art shop. To achieve this, we agreed that increasing the gallery’s visibility was key, and we focused on leveraging its unique identity. Using the distinctive dotwork pattern behind the logo and its angled placement as inspiration. Building on this, I created a vibrant new signage suite that highlighted hidden features of the gallery. Since the installation, footfall has increased noticeably, with several visitors commenting that they hadn’t realized the gallery was there until now.