Elizabeth Dee is a gallery located in the Chelsea neighborhood of Manhattan. As the gallery gained notoriety the need for strong, confident visual identity arose. The identity promotes the galleries incredible roster of artists as well as the Elizabeth Dee name. A system of descending bars that can expand and contract to fit information was developed, much like the gallery itself as it changes from one show to another. Both the gallery name and artist or show name are placed on equal footing. A custom typeface was designed as well. Extensions developed included stationery suite, note cards, gallery signage, poster templates, artist sales sheets, an artist catalog and website.