First opened in Shanghai, Willas Contemporary is an Oslo-based art space showcasing internationally acclaimed artists. The gallery strive to create an edgy, vibrant space where an exchange between culture and commerce can take place. The identity explores the combination of mystery and clarity, the contemporary and the traditional, while always being humble in relation to artists and shows. A study of Willas' architectural spaces — following the principle of form follows function — were incorporated into the identity system. The logo's dynamic behavior made it possible to visualize Willas' unique supervision on artists, shows and talks. The identity allows the art to shine in its entirety, while simultaneously communicating Willas' invaluable work as the representative.