Both’s identity for Gale Street Studios captures the photography space’s practical reputation

Melbourne-based design practice Both have stayed local in their identity for Gale Street Studios, a photography space in Melbourne's inner-city suburb of Brunswick East. With an approachable, practical and friendly reputation within their local creative circle, Both sought to capture and outwardly express this character through GSS’ identity, printed matter and signage. As a result, GSS’ visual identity is a comprehensive exhibition of candour; capturing ease, friendliness and intelligence through a dynamic use of colour, sharp and tactile execution of print and Displaay’s charming sans-serif Greed. “We spent a considerable amount of time looking for the ‘right’ typeface for this project,” Both tell us, knowing the significance it would carry across the project due to its role as the solitary typeface. Finally opting for Greed, Both explain that they “decided it was the best fit for the project as the narrow proportions were ideal for such a long business name.” Still unreleased at the time of project development, Both recall “we knew it had the legibility, affability and timelessness we had been looking for,” successfully reaching out to the Displaay team who kindly licensed it prior to its official release.