Gallery Game is a new initiative aimed at encouraging the community to visit local art galleries and restaurants in Leesburg, VA. Each month, players gather at the participating restaurant to join the game. The setup of the game mirrors a scavenger hunt approach where players follow hints through the mobile app to answer interactive questions about art exhibits at select galleries. Currently, the game is still in development but is anticipated to begin in early 2018.
One of the primary objectives of Gallery Game is to attract younger audiences to downtown galleries. From this, the logo needed to resonate with millennials but in a way that didn’t isolate older community members from joining in as well. With this in mind, a non-traditional brand strategy was developed. The Gallery Game logo features a distinct mark that represents a map pin point with an intertwined “GG” monogram. Meanwhile, the brand assets feature revolving art styles to mirror the mediums of participating galleries, and is unified by a single color palette.
