THE OTHER is a gallery that disrupts conventions, focusing on including the whole art industry from Performance, Illustration and Game Development to, the more widely accepted, Fine Art. The audience for the gallery is aimed at those who have an interest in the art industry and those who work within it, allowing audiences to have a greater understanding that art is not confined to fine art. The brief was to Devise a comprehensive brand identity for an art gallery established to champion the works of emerging artists while disrupting the conventions of the art world. Aim to produce a mission statement, brand vision and values that engage with new audiences. Some of the key strategic decisions throughout the design was to establish a cohesive and flexible design structure that can be used in a multitude of ways and circumstances. To begin the deign process there had to be a set of values and a brand vision/positioning, from this a brand name and identity had to start being focused on. With a rationale and brand story, this would lead onto understanding the choice of colour and style, resulting in the decision to have a striking and bold identity. A publication was at the heart of the gallery having a way of experiencing art galleries even if you are unable to access them, with a physical publication it created a sense of tangibility compared to a virtual gallery. Producing an art gallery publication presenting sixty individuals from a range of fields, alongside a website and the relevant advertisement, as well as additionally designing a typeface to help establish the galleries identity. The outcome of the work expresses a bold and striking gallery that uses its vibrant personality to attract audiences, with a wide range of avenues for an audience to explore the gallery from the publication to attending the gallery in person which is in the Borough of Camden, London, an ideal location for commuters and creatives to access while being close to Camden Market and the Camden underground.