The art world has a problem. Work by female artists comprises less than 4% of global art auction sales, and their artworks account for less than 5% of major museums’ permanent collections. Claudia Cheng grew up in that world, and she’s determined to help change those numbers as an art curator and advisor focused on showcasing female identifying and emerging artists.

When Claudia was ready to launch her own platform—both to showcase her curated gallery shows and her editorial content featuring exclusive interviews with artists from around the world—she reached out to Club 31.

We paired a sleek but confident word mark with bold, dynamic frames that break the square template. We leveraged an unapologetically feminine type system and balanced it with a neutral color palette that rejects the industry’s recognizably cold and sterile approach without defaulting to stereotypical pinks.

Together, the elements quietly echo Claudia’s goal and create an effortlessly bold platform for disrupting the male-dominated industry of gallery art.