LUNK + HANCY
Project Overview
Lunk + Hancy is an ultra-contemporary art gallery located in Winnetka, Illinois, with a mission to highlight women and minority artists through original, insightful perspectives. The gallery's vision is to foster an inclusive space for fine art, showcasing talent with a unique focus on contemporary, political, and historical narratives.
Project Scope
This project included a comprehensive brand identity design (logo suite with brand guidelines) and a One Day Web Design, delivering a 5-page custom Squarespace website. The goal was to create a distinctive identity that would resonate with the gallery’s affluent, art-savvy audience while reflecting its values of high-quality, unpretentious, and memorable art experiences.
Challenges
Lunk + Hancy needed a brand identity that stood out in the contemporary art scene while capturing the gallery’s focus on female and minority artists. The challenge was to create a brand voice and visual identity that balanced elegance with accessibility, and competence with fun. Additionally, the gallery required a website that could showcase art, exhibitions, and stories in a visually appealing, functional, and user-friendly format.
Objectives
To create a distinctive brand identity that conveys the gallery's commitment to high-quality, contemporary art, while being approachable and memorable.
To design a 5-page Squarespace website that effectively showcases Lunk + Hancy's exhibitions and artists, with a focus on user experience, accessibility, and modern aesthetics.
To provide a unified brand system that reflects the gallery’s core mission of supporting underrepresented voices in the art world.
Research & Discovery
The discovery phase began by diving deep into the ethos of Lunk + Hancy. A thorough brand questionnaire helped to define the gallery's goals, target audience, and aspirations. With a mission to promote female-driven and minority-led art in a genuine and productive way, the brand needed to speak to its audience through a lens of competence, originality, and warmth.
Discovery Call
During our discovery call, we aligned on the vision for the project. We reviewed initial mood boards, discussed design directions for the logo suite, and explored potential color palettes that would reflect the gallery’s vibrant yet elegant tone.
INITIAL DESIGN CONCEPTS
Process
Brand Strategy
Lunk + Hancy’s mission is to engage a thriving, affluent community with exceptional fine art, while making it accessible and meaningful. The brand strategy needed to reflect these values by balancing high-end, contemporary aesthetics with an unpretentious and playful edge.
Design Concepts
To ensure the brand identity stood out, I explored several design concepts rooted in the juxtaposition of elegance and fun. We sought to combine competence with creativity, aiming for a logo and brand elements that felt both professional and approachable.
Design Decisions
Logo: The Lunk + Hancy logo brings together a custom typeface with a purpose-driven brand symbol. Its design is a striking balance—bold yet soft, iconic yet approachable. It conveys the message that embracing femininity doesn’t diminish professionalism. This logo is elegant and high-quality, while remaining accessible, unpretentious, and unmistakably original.
Color Palette: The color palette strikes a balance between playful and serious, reflecting the gallery's strong feminist energy. These colors echo the gallery’s sophisticated atmosphere, while showcasing the vibrancy of the artists and their fresh, thought-provoking perspectives.
Typography: The typeface is a seamless blend of elegance and playfulness. The letters in "Lunk + Hancy" feature a wave-like flow at the top, connecting to the gallery's beach town roots in Winnetka. This flow is particularly evident in the complementing shapes of the “C” and “Y” in "Hancy," as well as the harmonious form of the “U” and “N” in "Lunk." The typeface is powerful and memorable, with subtle swirls adding a feminine touch.
Symbol: The brand symbol draws inspiration from native tribal flowers, tying back to the gallery’s unique location and roots. At the center, a snake-like shape represents the artistic journey, from conception to creation, and finally to public display, where art fosters imagination, conversation, and education. This journey is further symbolized by two hamsa hands, representing protection, strength, and power—emblems that have transcended cultures for centuries. The symbol captures the artist's journey from inspiration to creation, the viewer's engagement with the work, and the transformation of ideas into meaningful dialogue. The flexibility and uniqueness of this symbol allow it to seamlessly extend into branding materials and social media, making it both adaptable and memorable.
Web Design: The One Day Web Design was a collaborative process with the client, resulting in a 5-page Squarespace site that balances aesthetics and functionality. The design captivates visitors while offering intuitive navigation through exhibitions, artists, and events. Careful attention was paid to ensure a responsive design, delivering a seamless experience across desktop and mobile platforms.
Deliverables
Design Elements:
Logo suite with variations for different uses (e.g., digital, print)
Mini brand guidelines detailing typography, color palette, and logo usage
Functionality:
A custom 5-page Squarespace website with intuitive navigation, page interactions, and responsive design for desktop and mobile
Assets:
All final design files were delivered in multiple formats, including AI, SVG, and PNG for the logo suite and Google Slides for brand guidelines
Follow Up Instructions:
Follow up materials including “How to Use Your Design Files” and “How to Manage Your Website” provided as PDFs
Results
Together we crafted a brand identity that is empowering and sophisticated while still being unapologetically feminine and cute - to empower female/non-binary artist to use their artistic lens to express important viewpoints, start conversations, and create space for empathy and understanding. The final design is bold and exciting. The bold, modern visuals and seamless web experience helped create stronger brand recognition and enhanced engagement with their audience.
“Working with Katie was an edifying creative experience. Her questions served as guidance for my own ideas, and her enthusiasm for solving problems quickly and intelligently was (particularly in hindsight) so critical to our early progress. The early stages of any brand of business development are so key, but can also feel so 'sticky' or slightly (very) overwhelming. Katie's ability to get you to a stage of clarity and readiness is really spectacular. She uses so many of your own concepts and ideas to present you with cohesive and optimal design results oh-so-quickly. Would work with Katie on any future design or brand/business concepts in a heartbeat!”
— Victoria Battles, Founder of Lunk + Hancy
