A new enterprise in Rotterdam rejects the traditional concept of art
galleries. Instead of just having individuals nod at a canvas with a glass of wine, they want to build a community. One that connects the visitor with the artist and the artist with the collector. Putting studio, exhibition and archive under one roof. But how can you build one identity unifying all of the above?
It’s all in the name. We developed a name that sums up the architecture (a gallery with a large rooftop), the city (roffa is slang for Rotterdam) and their mission (bringing together A-class art, expertise and discourse under one roof).
By stretching out the hyphen in the name, it took on the shape of a roof.
We used this roof as the header of all communication devices, such as the website and customised stationery. Effectively, creating a brand identity entirely based on a name.
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