Incorporating paper and print into STPI’s adaptive identity framework

The Project
Practice Theory created a comprehensive visual identity system for STPI, Singapore's premier workshop and gallery dedicated to contemporary art in print and paper.

The Brief
More than two decades after its founding, STPI needed a refreshed visual identity to reflect its dual role as a creative workshop and a global gallery destination. The institution required an adaptive design system that embodied its brand narrative of "opening up" the world of contemporary art without overshadowing the diverse artists and artworks it presents.

The Approach
We developed a dynamic identity framework structured around standard DIN paper proportions, using the physical characteristics of paper itself to dictate layout scales. Centred on a signature "sheet" mark created from the four corners of a page, the strategy established a flexible framing device that expands and contracts across institutional, campaign, and exhibition contexts.

The Execution
The visual system pairs the neutral typography of Untitled Sans with the editorial warmth of Fabric Serif, supported by a grounded colour palette sampled directly from ink swatches in STPI's printmaking workshop. This material-led approach was rolled out across physical wayfinding, digital platforms, exhibition collateral and motion assets.

What did we deliver?

• Brand identity and spatial framework: Built an adaptive logo and modular framing system rooted in paper proportions and workshop ink swatches.
• Wayfinding and physical design: Designed spatial signage, print collateral, and publication layouts for gallery exhibitions and public programmes.
• Motion and digital systems: Created flexible digital templates and animated brand assets that scale across exhibition campaigns and online touchpoints.

The Impact
The rebrand successfully honoured STPI’s 20-year legacy while providing a modern, flexible visual language that seamlessly adapts to every artist collaboration and reinforces its position as a global authority in contemporary print and paper art.