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 ✎
Alphonsus Gallery needed a brand that didn’t just look refined, it had to communicate value and differentiate in a crowded market. By observing the physical space and analysing competitor approaches, we uncovered where the concept could stand out and how the visual language could support business goals.
Ideation ⌲
In quite unconventional fashion, the first deliverable, an agent morning emailer invite came before much of the brand work had been completed. Early experiments weren’t about aesthetics alone. Each design choice tested a hypothesis: would it signal quality, appeal to agents, and make the offering easier to understand? Rapid iterations and real-world applications allowed the brand to evolve quickly and strategically.
Feedback ⌁
Feedback cycles sharpened clarity and reinforced impact. Rejected ideas informed stronger solutions, ensuring the brand system was not only visually coherent but also functional in market-facing materials. “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 ✎
These brand guidelines were super lean so the team could apply the brand across certain assets that extended beyond the initial brief. Much of this was anticipation of possible asset application. One thing we suggested was creating a goauche print of the key artwork for the project to stand on an easel in the Linenhall Plaza. Small details like this help to improve perception of the concept and space among visitors to the building.
Solution ✌︎
At launch, the new brand made the difference tangible. Agents now had a clear, compelling narrative to share with prospects, helping Alphonsus Gallery stand out and drive early leasing activity. View the agent brochure here. By positioning the space as a curated, premium experience, the branding delivered both immediate engagement and a foundation for sustained market impact. We're now working on Killultagh's second managed workspace concept, Threadworks, launching Spring '26. Excited for that one. ✌︎
