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Opening the Gallery to new visitors after hours

Friday Lates, National Portrait Gallery
Brand identity | Brand guidelines

A new brand identity for the National Portrait Gallery’s new Friday Lates event which sees the Gallery come alive with art, music, creativity, inspiration, conversation (and cocktails).

More project info

Aimed at attracting new and younger audiences to the Gallery, Friday Lates is an invitation to start the weekend in style. Working within the National Portrait Gallery’s brand guidelines, we created a simple and striking visual identity for Friday Lates which used the abstract idea of the 6–9 portion of a clock, referencing the late night hours of the event.
The clock graphic became a flexible, identity system which could be applied on campaign promotions and throughout the gallery.