A Blade of Grass

ABoG was founded in 2011 to support artists as conduits for social exchange and to deepen our understanding of socially engaged art. Since then, the national organisation has restructured, transitioning governance to a paid board of artists and arts workers. To mark this monumental change, ABoG enlisted Team to develop a new brand strategy and visual identity that introduce their new position as a values-driven, artist-led organisation committed to nurturing socially engaged art holistically. 

Team worked with ABoG to reconceptualise their brand identity, creating a welcoming voice and dynamic expression rooted in collective care and shared power. Informed by community interviews and workshops, the brand strategy distills the organisation’s renowned radical spirit of collaboration as artists and arts workers into a singular brand idea: desire paths.

As ABoG moves beyond traditional boundaries of a closed institution, the new visual system explores new paths and embraces imperfection. An expressive typographic approach to GT Planar utilises a wide range of italics and retalic weights that bend and break conventional typesetting rules while maintaining legibility and accessibility. Designed to be in motion, the logomark uses distinct letterforms to communicate the organisation’s playful approach to experimentation and growth.

Documentative photography captures the artist through an authentic lens and pairs with ambient imagery that evokes the textures and visuals of natural pathmaking. In the new web experience, a 12-column grid system staggers imagery, content, and type to express directionality — giving the user the freedom to walk off course and explore as they see fit.

The result is a flexible system built for interaction, allowing A Blade of Grass to emerge as a leading artist-centered organisation that can grow and evolve alongside the community it serves.