By ETN Studio | Client Work | 2026 | Design & Direction | Isaiah Etienne | Client | Burgess Lurie • Contemporary
Following the merger of New River Fine Art and industry-leading Evan Lurie Gallery, the client sought to establish a new identity under Burgess • Lurie Contemporary—a brand created to represent the gallery on an international stage, particularly throughout the year’s major art fairs.
With more than 30 years of experience in the art world and a collection spanning established masters and leading contemporary artists, the goal was to create an identity that felt clean, modern, sophisticated, and timeless while reflecting the gallery’s depth of expertise. At its core, the brand needed to communicate the gallery’s commitment to guiding collectors toward works that genuinely complement their collections, tastes, and vision.
I led the creative direction and development of the identity from the ground up, creating the logo, color palette, typography, slogan, and overall visual language, as well as translating the identity into the gallery’s web design and digital presence. Each element was designed as part of a cohesive system—balancing the authority of an established gallery with the contemporary perspective of its next chapter.
“Artfully Curated, Distinctly Yours.” captures the balance between curatorial expertise and personal expression. “Artfully Curated” is set in Albert Sans, giving the first half a clean, understated character that reflects the broader curatorial message. “Distinctly Yours” is set in Wittgenstein, creating a deliberate visual distinction that reinforces the personal nature of the phrase.
The contrast between the two typefaces mirrors the meaning of the slogan itself—moving from the gallery’s refined curation to the collector’s individual connection with the artwork. Together, the fonts pair naturally while giving “Distinctly Yours” a more expressive and memorable presence.
Customized logotype derived from Avenir Next Arabic, building upon the typographic foundation of New River Fine Art’s previous logo. The typeface was refined with sharper edges and more defined geometric forms, creating a distinctive identity for Burgess • Lurie Contemporary while maintaining a connection to the gallery’s heritage.
The geometric treatment reflects the forms and compositions found in contemporary art, while the precise letterforms convey the gallery’s attention to detail. Its sharper construction adds a sense of sophistication and elegance, balancing artistic expression with the refined character of a contemporary fine art gallery.
The color palette builds upon New River Fine Art’s established identity, preserving its signature PANTONE Aquarius blue while introducing the lighter PANTONE Atomizer and deeper Lyons Blue for added depth and contrast.
The light blue palette was retained for its sense of calm, trust, and clarity—qualities that complement the thoughtful process of investing in fine art. Inspired by the gallery’s South Florida setting, the palette also reflects the region’s coastal character while giving Burgess • Lurie Contemporary a more refined and modern identity.
Building on the client’s existing New River Fine Art website, the goal was to create a cleaner, more modern digital experience for Burgess • Lurie Contemporary. The website was redesigned to feel cohesive with the new brand identity, carrying its typography, color palette, and visual language throughout while creating a refined platform for showcasing the gallery’s artists and collection.
By ETN Studio | Client Work | 2026 | Design & Direction | Isaiah Etienne | Client | Burgess Lurie • Contemporary