Meet Frida transformed hundreds of empty OOH media spaces into Germany's largest outdoor gallery during the pandemic. Responding to closed galleries and lost artist income, the project restored visibility and created direct sales channels through a companion webshop. As Art Director, I shaped the visual identity and artistic communication that made art accessible to the public across physical and digital spaces.

When galleries shuttered during COVID, Meet Frida activated unbooked outdoor advertising spaces nationwide, turning them into a massive public art platform. Each artwork gained digital life through an e-commerce site enabling direct purchases. The challenge was creating a visual system that honored diverse artistic voices while maintaining cohesive brand communication across analog billboards and the digital storefront.

Role & Impact

• Developed core visual identity connecting physical OOH spaces with digital storefront

• Provided art direction ensuring artistic diversity within unified brand framework

• Oversaw concept translation from artist submissions to public-facing executions

• Designed digital platform enabling art sales and artist visibility

• Built brand system communicating the cultural impact

See the project live: Meet Frida