Legendary gallerists John and Gretchen Berggruen engaged Elixir to rebrand their gallery for its reopening in a new location adjacent to SFMOMA. Inspired by mid-century art publications, we created an identity that is tactile, refined, and intentionally restrained. The system was designed to frame the artwork, not compete with it. The rebrand extended to the inaugural exhibition, including a printed catalog, announcements, invitations, signage, and save-the-dates.