CLIENT
FENCE Gallery & Gift

ROLE
POSITIONING
VISUAL IDENTITY
ART DIRECTION 

AN INVITATION TO CROSS THE LINE.

FENCE Gallery & Gift is a luxury gallery and gift shop tucked inside a historic convent in Rancho Santa Fe, where contemporary artwork and refined objects are curated for collectors, gift-givers, and anyone who appreciates beauty in all its forms. The building carried a century of quiet history; the retail experience needed to feel current, considered, and a little bit exclusive. My objective was to build an identity that could hold both, honoring the heritage of the space while positioning FENCE as a modern destination worth seeking out. I developed the positioning, logo suite, color palette, typography system, and art direction across digital and print touchpoints.

The essence of the brand lives in restraint and intrigue. A fence marks a boundary, and every element of the identity plays on that tension between what's kept out and who's invited in. The typographic system pairs Plantin MT Pro with Work Sans for a voice that reads noble but never precious, and the palette moves between onyx, cream, and hemlock green to give the brand two distinct moods: quiet and luminous in daylight, dramatic and cinematic after dark. Photography leans moody and grain-forward, treating the property itself as the first piece in the collection. The result is a brand that feels like a private address you were lucky enough to be given.