For over 30 years, Etherton Gallery has been one of the most enduring and respected, contemporary art spaces in Arizona. In 2015, WHYFOR helped Etherton unveil a new brand to stay current and tackle all of the challenges that an independent gallery faces. Through interactive, print, and social media outlets, WHYFOR also helps Etherton Gallery stay connected to their network of fans and buyers all across the world. The rebrand stayed true to Etherton’s classic minimalist style and gives them the opportunity to feature rotating pieces of artwork throughout their marketing materials. Elizabeth was the lead designer on this project.