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		David Beitzel Gallery Identity Program & Natural Desire Exhibition Promotion
	Identity Design & Advertising	The art market boom of the 80s enabled a generation of artists and entrepreneurs not only to start their own galleries but to keep their doors open and flourish amidst the flurry of media attention, landmark exhibitions, and the record auction prices that mark this decade—

as new collectors, recently enriched by a stock market boom, started a frenzy of buying. The commercial art scene was energized by the emergence of the Beitzel Gallery, founded by David Beitzel in the summer of 1986, with Barbara Petersen as his associate director. David was seeking a daring new approach to his graphics that would distinguish his premier galley at 113 Greene Street from the cacophony of his competitors and retained Design Latitudes to create a new direction, with an "Open eye towards the future," as Beitzel stated. We created an artful and innovative look and feel for the gallery employing neo-dada typographic letterforms with a painterly approach to photography. The inaugural exhibition "Natural Desire" featured photographic images shot in American abstract painter Ross Neher's downtown studio of the artist's painting implements and introduced a stellar collection of then emerging artists who are now highly-regarded established artists of the 21st century: Christopher Brown George Dudding Aaron Fink Tom Hatch Willy Heeks Holly Hughes Lisa Lawley Nick Maffei Sam Messer Ross Neher Gustavo Ojeda Joanna Pousette-Dart Gail Stack