Gapingvoid

Gapingvoid had spent years diagnosing the void: the hollow, performative relationship most people have with their work. The irony was that the world kept reading them as an art studio, a gallery of clever illustrations, rather than the strategic partner they actually were.

We rebuilt the brand around a single archetype, the Iconoclast, and named its strategic core Culture as a System™. That shift moved Gapingvoid from makers of artifacts to engineers of belief. The engagement spanned strategy, verbal identity, and a full visual system: a four-pillar messaging framework, a voice with the corporate fluff stripped out, and an identity that reads like an institute instead of a gallery. American Grotesk carries the authority, Arizona Serif the rigor, and raw handwritten marks disrupt the grid to keep it honest.

Agency:

TinyWins

Role:

Lead design

Team:

Juliana Ross (Director and motion), Olivier Estévez (Motion), Lillian Veley (Strategy), Carly Owen (Messaging), Madeline Beard (Project lead), Kevin Ryan (Project manager)