Art on The Mart Gets a Radiant Rebrand with Firebelly Design

Chicago-based studio Firebelly crafted a bold and dynamic new brand for Art on The Mart, the largest permanent digital art projection in the world.

With a focus on connecting with everyone from art connoisseurs to casual passersby, Firebelly developed an identity that echoes the energy of the larger-than-life projections on the iconic Merchandise Mart facade. The brand includes fluid design elements that mirror the vibrant light shows as well as tactile nods to the city’s history, like art deco influences and reflections on the Chicago River.

The chosen typefaces, The Future and The Future Mono by Klim Type Foundry, draw from the classic 1920s Futura font, honoring the Merchandise Mart’s art deco roots while adding a modern edge to the brand. The color system also feels grounded in Chicago, with various palettes inspired by the river, bustling streets, and the fiery energy of the city. And to round it all up, Firebelly brought their new vision to the digital space with a reimagined website that’s sleek, informative and playful.

To view more of Firebelly’s work, head over to their website.

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