Beyond the Negative is a digital gallery space showcasing photography, with a particular focus on experimentation within the art form. For the time being it exists solely as an online photographic gallery celebrating artists who push the boundaries of the art-form.

Working with such fantastic imagery, it felt important for the visual language to not overpower the works themselves. So using subtle graphic elements was key which led to the development of a core brand icon taken from the wordmark letterforms to create an unobtrusive viewfinder symbol to overlay the work. This became a strong signifier for the campaign without having to use excessive typography or logos. This proved most effective when used on social media which is where the core gallery lived.

This campaign has now evolved to become Custodians For Covid, an initiative to raise essential funding immediately to help keep the London’s theatres alive during the Covid 19 outbreak. This campaign has now raised over £125,000 for London theatres.

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