107 knows all art has dirty beginnings. It emerges out of a process of experimentation, of trial and error. This idea is at the heart of 107’s approach and sets it apart from the pristine, white-walled galleries that can be found throughout every major city. In recognition of this, the identity that uses seven brand fonts and a mix-and-match aesthetic. These capture the collaborative, sometimes messy, community-minded nature of 107. For example, the 107 logo is always cut off, reflecting the emergent nature of the artists it supports. Cohesive, colourful, yet cost-effective, the identity wears 107’s lack of glamour proudly – this is no stuffy inner city gallery. This is Redfern’s gallery. A brand that can be rolled out through the office printer.

In line with 107’s beliefs, creating the brand was a collaborative process. In keeping with its not-for-profit status, the lo-fi approach introduced constraints that shaped design and material choices. Printed materials use black ink on coloured paper – a cost-effective choice – and the brand tone of voice echoes the irreverent, grassroots feel of the space itself. Multiple fonts are used to reflect the diversity of the space, audiences and events. Provocative slogans emblazoned across fly posters evoke the underground arts scene, while tote bags and t-shirts reinforce 107’s place within community. The 107 team produces all signage themselves. Rather than being imposed, it feels authentic. The result is a community brand that feels credible, but polished? Never.

Acceptance from the community was immediate. Described as “one of the city’s most successful creative arts centres,” by the Lord Mayor, 107 has gone from strength to strength. New signage has driven greater visibility, enticing people to come inside, while staff tote bags and t-shirts are the envy of the public. It has also won a tender to direct and curate a new space in Green Square. As the ‘head tenant’, 107 will be responsible for overseeing the centre’s daily operations, including engaging creative tenants for each space and developing programs and activities that engage with the local community and creative sector.