Identity, graphic code, web design and publications

House of Chappaz, a contemporary art gallery in Barcelona founded in 2021 and co-directed by Ismaël Chappaz together with Oriol Armengou and Ferran Mitjans (founding partners of Toormix), commissioned the Toormix team to create the gallery’s new brand, visual identity and website.

Given the nature of House of Chappaz — a gallery with a strong international vocation and a clear positioning around conceptual proposals — the project called for a design with attitude and a certain degree of risk. A regular presence at leading international art fairs such as ARCO, Paris Internationale and Art Brussels, and with works by its artists held in collections including those of the Reina Sofía, the MACBA and the Col·lecció Nacional d’Art de la Generalitat de Catalunya, the project sought boldness without forsaking the elegance inherent to a well-established gallery: one that conveys rigour, professionalism and solidity.

The result is a typographic brand in which typography takes centre stage and becomes the structural element. To allow the artists’ work to remain the focus, the identity is built in a single colour — black — maintaining sobriety without drawing attention away from what truly matters: the art. In dialogue with this foundation, the palette expands through the tones of the rainbow flag (strongly associated with the LGBTIQA+ movement), adapting to the work of each artist being communicated. Not as a decorative gesture, but as a statement: the gallery’s commitment embedded within its own visual system. The graphic code unfolds with coherence and flexibility across all touchpoints: italic and counter-italic typefaces, colour masses and crisp photography that always foregrounds the work of the artists.

The website is conceived as a strategic tool oriented towards functionality and sales, in which typography takes on special relevance as a central element of the visual experience. An intensive UX/UI process ensures that usability and navigation are fluid and accessible, both on mobile platforms and desktop, allowing collectors, institutions and professionals to reach information in an agile and intuitive way. The structure provides easy access to the complete catalogue of works, artist biographies and CVs, and the archive of exhibitions and fairs — all underpinned by thorough SEO work.

The system extends into the social media communication strategy and the editing of the gallery’s first publications, conceived as instruments of documentation and legitimisation that consolidate House of Chappaz’s institutional CV and build an archive for the artists. Identity, digital environment and editorial output operate as a single brand ecosystem: structure, discourse and international reach.