When fine-artist and sculptor Gabrielle Johnston acquired a building for her gallery and studio, she needed a creative partner with a keen eye for artful spaces to develop the artful branding. During the first discovery call, we gleaned that she wasn't totally loving her gallery's existing name: Gabrielle Johnston Studio. Like true austere modern artists, we scribbled out parts of the gallery name on our notes, leaving "rielle dio", perfectly embodying the gritty, improvisational spirit of her art, and garnering a "wait. . . I love that."