The Christchurch Art Gallery Te Puna o Waiwhetu moved in 2002, creating the opportunity for a new gallery brand. The identity needed to be strong without overpowering the exhibitions and artworks. To achieve this we based the identity on a specially commissioned typeface. With hundreds of alternate characters and ligatures, the typeface could appear either conservative or extremely expressive depending on how the letters are set. This approach has resulted in a brand that is still fresh after nearly a decade of use.