Karl.Worksツ
Design and Direction
Design and Direction
ReFrame 🇶🇦 — Exhibition identity
Agency: Luke Halls
Scope: Identity, Logo Design, Editorial Design, Visual System
The Challenge
ReFrame was conceived as a contemporary art event in Doha bringing together pioneering and emerging Qatari artists across painting, abstraction, and visual experimentation. The challenge was to create a unifying identity and publication that could hold a wide range of artistic voices — translating static artworks into a shared visual language that felt contemporary, respectful, and culturally grounded, while supporting an immersive, motion-led exhibition experience .
The Response
I designed the ReFrame identity and logo alongside a full editorial publication that acted as the event’s central artefact. The visual system was built to frame each artist equally, allowing their work and narratives to lead while maintaining cohesion across the programme. Editorial pacing, typography, and layout were carefully structured to support both discovery and immersion, while the identity extended naturally into motion and spatial contexts within the exhibition. The result was a flexible cultural framework that connected artists, audiences, and disciplines — positioning ReFrame as a platform for dialogue between heritage and contemporary expression in Qatar’s evolving art landscape.