GuM

GuM is a specialized design and project management studio dedicated to the cultural sector, focusing on high-profile exhibition, museum, and archive projects. As a sister company to Pringle Richards Sharratt Architects, the studio bridges the gap between architectural heritage and contemporary curation, delivering award-winning results for large-scale organizations. The visual identity is defined by a sophisticated, high-contrast aesthetic that utilizes massive, bold typography to command attention. By overlaying clean, white sans-serif lettering against rich, complex imagery of art installations, the design creates a sense of scale and authority. The layout is minimalist and spacious, allowing the vibrant colors and intricate details of the featured cultural works to serve as the primary visual driver.