In construction, there’s a maxim: “measure twice, cut once.” But when it comes to hanging artwork, even careful planning can leave homeowners patching drywall.
To combat the frustrations of hanging artwork, founder and inventor Mélanie Courtois created Gallery Grip, a direct-to-consumer adjustable mounting system that uses sliding hooks to let users align frames after installation instead of relying on precise measurements.
Agency partner Zulu Alpha Kilo led the development of Gallery Grip’s visual identity, crafting a modern design system the agency says brings the brand to life while “reflecting the product’s clean, precise, and intentional design.”
“There is an art to hanging art and Gallery Grip makes a sometimes frustrating process feel effortless,” Stephanie Yung, chief design officer at Zulu, said in a release.
According to Yung, the identity was designed to capture the essence of the brand at “the intersection of simplicity and precision, innovation and craftsmanship, while remaining accessible for the everyday person.” With a warm, understated palette and a modern sans-serif type system that adorns carefully crafted packaging, Zulu’s aim was to produce something simple yet refined, equally at home in an art gallery or a living room.
The agency team defined Gallery Grip’s visual language across product colours, packaging, and overall brand expression.
Images courtesy of Zulu Alpha Kilo
At the centre of the identity is a simplified double-“G” logo that expands and contracts to reflect the product’s adjustable design.
Zulu incorporated emerging artists’ stories and work throughout the brand platform to give visibility to up-and-coming creators. To further highlight Gallery Grip’s story, the agency crafted a behind-the-scenes video with the founder Courtois tell the story behind the brand’s inspiration, development and vision.
Courtois, a decorated marketer who earned a Marketing Awards Bronze in 2020 while with Cossette, approached Zulu in May 2025 while Gallery Grip was in the product-development and prototyping phase.
The agency has expanded its arts-related portfolio in recent years through projects like an Art Gallery of Ontario brand reinvention and the Art Rate Monitor, an experiential initiative that tracked the cardiac rhythms of AGO visitors in response to different artworks.
More recently, Zulu collaborated with Ontario-based winery Henry of Pelham, using the winery’s products as a photo developer to create 50 unique bottle labels.
