Paradice Palase

Paradice Palase is a curatorial platform and collective supporting emerging artists. The founders approached me to redesign their brand identity, starting with a completely new logo. Their previous mark—just a stack of words—lacked the clarity and cohesion of a true logo, and they were ready for a fresh, distinctive look.

Inspired by their name—a play on “pair of dice”—and the illusion of success often associated with the art world, we developed a concept evoking a mirage of possibility. A warm desert sunrise gradient set the tone, and the new logo features a subtle wave to suggest shimmering heat.

I expanded the identity with desert sand illustrations, colorful oblongs and boxes referencing early 20th-century futurism, and touches of gold as a nod to both art history and the art market.

The final deliverable was a comprehensive branding guide, complete with logo variations, templates, and visual examples to support their evolving platform.