„In a city filled with prestigious museums and galleries, GOCA (Gallery of Contemporary Art) in Chelsea, New York, stands out as a vital space championing emerging Asian artists. Developed by Japan-based creative firm Garde, GOCA aims to foster cultural exchange and introduce a new wave of contemporary art from Japan and across Asia to U.S. and international audiences. Creative studio Athletics designed a brand identity and digital experience that focuses on artists, making GOCA a dynamic showcase and a vibrant hub for creative dialogue.
New York lacked a dedicated space for emerging Asian artists until GOCA filled that gap, providing a platform for artists from Japan and Greater Asia to showcase their work to a wider audience. Athletics‘ approach to the brand identity reflects the gallery’s mission of cultural connection, combining warmth and approachability with the formal sophistication of the Chelsea art scene.
The concept of balance was crucial for GOCA, aiming to embody a human, artist-first approach while respecting the tonal conventions of the New York art world. The gallery’s name, as an acronym, carries institutional credibility while also conveying energy and movement, reflecting its role as a platform for new talent.
GOCA’s wordmark, inspired by katakana, the Japanese script, features curves and corners borrowed from the characters to create a confident and inviting logo with an international flair. The central ‚o‘ in the wordmark serves as a dynamic graphic element, symbolizing a spotlight that highlights the work of featured artists.
Athletics developed a flexible design system that seamlessly adapts across digital and physical applications, utilizing the foundational shapes of the wordmark to activate at various scales.“