Gamut Brand Identity Design

Gamut Management

Client: Gamut Management

Services: Brand Identity, Collateral Design, Social Media Art Direction

Role: Art Director at Sunshine Sachs

Gamut Management is a talent agency representing people with disabilities (PWDs). Gamut creates an opportunity for PWDs to have a say in how brands market to them, create products for them, and represent them in pop culture. Working in my capacity at the Art Director of Sunshine Sachs, I expanded the brand identity of Gamut from what was just a logo to a comprehensive brand suite.

Objective

Gamut came to us before they started approaching investors. Another agency had developed the logo the year before, but they needed more visual elements to make their brand genuinely memorable. One of the primary audiences for this company is people with disabilities, so it was important for the brand to be accessible to all as well as visually appealing. Whether they were visually impaired, had a learning disability or some other disability, we wanted everyone who was represented by Gamut to feel like their needs had been considered.

Process

I like to make sure my branding elements have a deeper meaning beyond just aesthetically pleasing. For Gamut, we decided to go with a concept of cascading type symbolizing the amplification of voices getting louder, bolder, and stronger together. It's a chant for PWDs to let the world know, "We are here, and we will no longer be ignored."

The Gamut color palette utilizes a collection of black, white, and grays, to ensure an elevated, timeless look. It also has the added benefit of being highly readable and maintains a consistent experience for all who view it, including individuals with different types of colorblindness. I also developed some strict contrast guidelines between the shades to respect ADA guidelines.

For this project, I had a particular art direction in mind for photography. I wanted to highlight PWDs as bold, unapologetic, and determined. A far cry from the token inspirational posters they're conveyed as so frequently. It proved impossible to find stock photos that showed PWDs in such a powerful way, so, with the help of world-renowned editorial photographer Abbey Drucker, we had a photoshoot with five of the first people represented by Gamut.

Outcome

I couldn't have been happier with this project turned out. Each element came together to create something impactful—very different from the way the PWD community is typically represented. Since Gamut launched in 2019, they've had talent represented on Broadway, in fashion shows, and in national advertisements.