Gallery 44 is a long established contemporary photography gallery located in Toronto. It is a member run organization that focuses on pushing the boundaries of the photographic medium. The brand and name have a long history, however, the design of the existing print/digital collateral had become misaligned with the forward facing identity of the gallery. We worked within existing brand framework, and completely revived the design aesthetic to be more aligned for the future goals, and expanding audience of the organization. We worked collaboratively with the gallery to produce materials that spoke to their identity, and future goals. By aligning their outward facing image with their internal goals, we have produced a piece that allows them to confidently engage in active outreach. The re-designed printed materials provide an improved visual representation of both the gallery's internal goals and the work they exhibit.