The Parallel is my contemporary art advisory firm, co-founded in 2018 with Raquel Cohen. The project involved creating the entire brand identity and developing two distinct websites from the ground up: one for the core advisory services and a second for its digital publication, The Parallel Art Industry News.
The primary challenge was to design a brand that could represent the company's evolution. It began as an experimental studio focused on immersive media but grew into a full-service advisory dealing with high-value art. The branding needed to project sophistication, trustworthiness, and deep market knowledge, while still retaining a modern, forward-thinking edge that honored its innovative roots. The design had to feel both established and cutting-edge. Furthermore, the brand architecture needed to be flexible enough to extend to a sister publication, ensuring the news site felt connected to the main advisory brand yet distinct in its own right as a media outlet.
The final brand identity successfully positions The Parallel as a serious and contemporary voice in the art world. The clean, minimalist aesthetic of the websites and branding communicates a sense of curatorial rigor and clarity. The design effectively balances a professional tone for seasoned collectors with a fresh perspective that appeals to those interested in emerging artists and new technology. The successful launch of The Parallel Art Industry News with its own cohesive identity demonstrates a scalable and thoughtful brand system. This allows the company to grow and solidify its reputation as a trusted source for both art advisory and industry insights.
