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Aperture Rebrand

Rebrand for the Aperture Foundation in New York City, done by Emily Lessard.

challenge 

The Aperture Foundation has been at the center of photography for decades. However its branding seemed out-of-touch in 2011 and there was little consistent visual unification across its publications, ephemera, and digital channels.

strategy 

The brand was strengthened through a complete rebuild: new logo, identity system, ephemera, guidelines, and website. Every piece and channel was unified with clean, elegant visuals.