Alphonsus Gallery⌁Killultagh Estates
An MXB Agency Project
Timeline6 weeks
Services
- Art Direction
- Brand Design
- Brand Guidelines
- Copywriting
- Project Management
Killultagh Estates Ltd. approached our agency in early March 2025 with a concept; a serviced office space built around the perception of an art gallery. With an extremely tight deadline, we established the brand needed (a lot of) work, with the immediate deliverables being an agent invitation and brochure. I worked on a suite of logo options, including word-marks and icons, colour palettes, and brand guidelines. I led on this project as Art Director, Designer and Project Manager.
Research ✎
The discovery phase began with a meeting at the Linenhall Building where the Alphonsus Gallery is located. We had a tour of the space, still a work in progress, to get a feel for how the concept would come to life. During the following collaborative session we established that Killultagh wanted to differentiate themselves in a saturated market. “We need to move away from the standard marketing materials used for these types of spaces and capture the essence of our brand through the brochure”. I looked at the wider market both locally and globally, establishing what the conventional approach was and determined how we might break some of those conventions.
Ideation ⌲
In quite unconventional fashion, the first deliverable, an agent morning emailer invite came before much of the brand work had been completed. This led to creating 3 distinct variations in art direction, playing with colour, texture and typography to distill the characteristics of the brand our client wished to convey. What felt right and how might this approach positively impact their business. Once we aligned on approach during further feedback sessions, the next phase of brand work commenced. This process involved multiple iterations, experimenting with abstract marks, monograms, colour, texture, visual devices and real-world brand applications to ensure adaptability across digital and tangible assets.
Feedback ⌁
The next phase, creating the marketing brochure. Compelling visuals, custom typography, playing with layouts and textural elements, blending functional and aspirational copywriting all combined to push the concept further. Even though several concepts were rejected, aspects of their roll-out filtered through to the final execution making this collaborative process with the client worthwhile. “Looking at the wider market, we felt like we needed to stand out with this concept to achieve our business goals. David-Lee definitely helped us achieve that in a short space of time. Awesome job.”
Brand Guidelines ✎
I developed comprehensive brand guidelines to ensure clarity and consistency across all communications. I defined layout principles, usage rules, and a cohesive system for colour, typography, and application examples—providing a strong foundation for maintaining brand integrity at launch and beyond.
Solution ✌︎
The success of the launch is evident not only in the positive reception from agents but also in the tangible results seen in early leasing activity. Agents reported that the marketing materials sparked interest and conversations, helping them convey the unique value of the space more effectively. Viewers responded enthusiastically to the concept, with the brand’s gallery-inspired aesthetic reinforcing the premium, curated experience that Killultagh set out to create. This strategic differentiation has positioned the Alphonsus Gallery as a standout offering, with strong initial uptake paving the way for sustained interest and long-term success.
