Xanadu Gallery are a small folk art gallery in San Francisco. The gallery has taken a new direction after previously having shown traditional ethnic art, and have begun to showcase more contemporary styles. Their audiences, however, are unaware of the change. For this project, I developed a place identity which communicates their new direction. I was heavily inspired by the gallery’s iconic and bold shaped doorway. In literal terms, this doorway acts as a portal for visitors to see the inside artwork. I translated this into a hollowed identity showing the exact work the gallery is showing at a specific time; be it traditional or contemporary art.