Since 2007, James Fuentes has championed a gallery program that is led by exceptional contemporary artists who are atypical from the conventions of their field. Alongside its program of exhibitions in New York and Los Angeles, the gallery regularly produces original publications through James Fuentes Press. Other Means has maintained the gallery’s visual identity and website since 2015. The current iteration, launched in 2025, expands the typographic system developed for the gallery’s publishing efforts across all communications.
Since 2021, the gallery has published ten books that present a single body of work by an artist, alongside essays, interviews, and sketches. Each book adheres to a consistent design language that evokes an era of accessible paperback book publishing.
The typesetting is heavy, with tight margins and all running text set in a single size, drawing on the look of inexpensive paperbacks and creating a sense of accessibility and intimacy between readers and the artists’ work.
To expand this logic to the gallery’s identity, the relationship between page width, type sizes, and margins is calculated for each application. The typography scales responsively, so every new application, whether a checklist, business card, website, or social post, maintains the same proportions.
James Fuentes Press spread
Business Cards
Letter, 8.5 × 11
Single paperback page, 4.25 × 7
Business card, 3.5 × 2
The website extends the idea of the printed page to a digital format by making show-through a prominent feature of the user interface. Like a book printed on cheap, mass-market paper, web pages appear faintly beneath one another on hover.
Artwork Details
Individual artworks can be viewed in detail through a high-resolution zoom, allowing images to be inspected well beyond their scale on the page.
Artist Overview Pages
Artist pages collect artworks, biographies, past exhibitions, and relevant press in one place. Built from an expandable kit of parts, these pages work just as well for an emerging artist, an established artist, or an estate with decades of history to showcase.
Applications
James Fuentes Press
Storefront Signage
Exhibition Title Wall
John McAllister by Blackbird Spyplane
Artist Dossiers
Social Media