Creating a Design Package for The Shop at Cohen

As part of my ongoing work with the Galleries at Alfred University, I have the unique opportunity to develop a wide array of design materials that support and enhance the visual identity of each gallery space. This includes everything from promotional posters, banners, postcards, and social media content to cohesive branding systems that reflect the distinct character of each venue.

One of my most recent and rewarding projects has been crafting a refreshed visual identity for the Cohen Gallery Shop, a prominent fixture on Main Street in Alfred, New York. With its ornate architectural details and whimsical pink façade, Cohen exudes a singular charm that immediately sets it apart. Rather than anchoring the gallery's promotional materials around a single featured artwork—which can vary dramatically—I chose instead to center the gallery itself as the enduring visual icon.

This strategic decision reflects both the gallery’s consistent role as a hub for faculty work and its recognizable presence within the local arts community. By making the space itself the focal point of the design, I aimed to create a flexible yet memorable identity system—one that honors the gallery’s history while making room for future evolution. The result is a packaging of identity that is both rooted and responsive, meeting the practical needs of the client while celebrating the space’s unique voice.