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.

107 is a space for creativity in all its guises. From workshops and exhibitions to plays and dances, anything goes. For the organisation, the messy chaos of the artistic process is just as important as showcasing the end results. However, as well as allowing plenty of room for creative expression, the new identity had to be restrained enough to credibly speak to wider audiences such as visitors to the café, or monied patrons at fundraising events like 107 Presents. Our approach was to create a brand that transcended the scrappy DIY aesthetic associated with many community organisations but that remained true to its communal roots

107 is a Sydney-based not-for-profit community arts space, where emerging musicians, performance artists, spoken word poets and visual artists are welcome. In 2008, the organisation moved to a decommissioned car garage in Redfern, a part of the city that’s rapidly gentrifying. Social housing flats now sit alongside multi-million-dollar terrace homes, but Redfern has retained its messy, unpolished heart. It was the ideal place for 107 to begin to build its position as a force to be reckoned with, and launch its collaborative, grassroots approach to the Sydney arts scene. But by 2016 the brand was running wild, with no coherent identity and a space verging on invisible to anyone walking by. Without this, 107 was being overlooked as a credible venue and café. To attract artists, visitors and funding, it needed focus.