Building the identity of Shop-House by DECK for Singapore photography

The Project
Practice Theory developed the brand identity, custom typography, spatial wayfinding, and digital presence for Shop–House by DECK as the independent arts organisation transitioned into its new Geylang home.

The Brief
Following the closure of its temporary container venue at Prinsep Street, DECK relocated to two adjoining shophouses. To mark this new chapter while continuing its mission to champion photography and visual literacy, DECK needed a refreshed identity that embraced the live-work duality of its new physical environment.

The Approach
We defined the name "Shop–House" using an en dash to bridge the public gallery ("Shop") with the residential artist quarters ("House"). This architectural and functional duality formed the strategic foundation, capturing a sense of warmth and grounded purpose as DECK established its new location in the Geylang neighbourhood.

The Execution
We created Shop–House Display, a custom stencil typeface with rounded terminals that softens DECK's original industrial aesthetic while retaining a visual connection to it. Paired with a four-part modular block system that reflects the building's physical silhouette, the visual identity extends into spatial wayfinding, environmental iconography, and digital touchpoints that invite visitors to gather and linger.

What did we deliver?

• Brand strategy and naming: Established the Shop–House naming structure and brand framework around the venue's live-work duality.
• Custom typeface and identity system: Created Shop–House Display alongside a modular, four-part layout system for exhibition collateral and web touchpoints.
• Wayfinding and environmental design: Designed physical signage, architectural iconography, and print materials tailored for the Geylang space.

The Impact
The new identity successfully grounded DECK in its new Geylang home, providing Singapore's visual arts community with a warm, distinctive landmark that balances public exhibition spaces with its creative residency.