The Propeller Group

July 12, 2012 | No Comments

“The Propeller Group came to us with an extremely interesting challenge. They are an artist collective who ride the line between creating work for the art world & commercial world.

Much of their artwork is video based. Much of their commercial work is producing other artists video pieces, but the other part of that work could include a music commercial for Coca-cola brand or a music video for a pop singer. After rounds and rounds of head-ache inducing ( in a good way ) discussions. We concluded with them that they needed to split into 2 entries, hence the 2 logos.

Now The Propeller Group is happily ploughing forward in the art world with shows around the world including one recently at SF Moma, and the New Museum NY. TPG is a clear choice to go to for such artist as Dinh Q Le, or Superflex for collaborating on involved video work.

The dual identities have since been shown at Art fairs as a case study for how other artists can market themselves. The 2 identities have intrinsic similarities in typeface / grid. One we made white, and the other black.”