Southern Guild is a gallery at the forefront of African art and design. Since 2008, it has helped shape global perspectives on the Mother Continent by representing its top creative talent across disciplines and borders. We needed to develop a brand identity to support this noble cause.

Our goal was to create a brand that represents and celebrates Southern Guild's distinct roots and focus. We took inspiration from the Southern Cross – a constellation visible only from the Southern Hemisphere – to create a responsive logo and design system that rotates with the seasons.

Just as our view of the Southern Cross changes as the Earth rotates, so does this system offer a unique, constantly changing way to share information. It acts as a simple, clear framework within which the works on display can take centre stage.