The requirements for this project were to create a fictional space and the branding for that space. I chose to work with the basement of my apartment to imagine a gallery that explores fear. The name “down down down” reflects both the physical action of descending to the basement and the psychological descent into the subconscious. Elements of the space like dark angular shadows, texture from the concrete floor, and notes typed or handwritten on the walls influence the logo and stationary. Three famous monster postcards are included as promotional items.

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