Mixed Greens was a gallery and artists’ management agency with the mission of connecting emerging artists with nascent collectors. Accessibility was central to Mixed Green’s philosophy, with the majority of the work priced below $3000.
The objective of this project was to develop an identity that would resonate not only with prospective collectors, but with the stable of artists they represented as well. Because Mixed Greens’ roster included artists whose work varied greatly on both formal and conceptual levels, the challenge was to develop an identity system that not only avoided stylistic bias, but was inclusive of all genres as well. The ladder was chosen as an icon that embodied the notion of ascension, while also seeming at home in the studio of an artist, regardless of the medium in which he or she worked.