Challenge: Build a complete campaign of marketing collateral and advertising material for the Vancouver Art Gallery’s Fred Herzog: Vancouver Photographs exhibition—a retrospective of his distinctive photography of Vancouver.
Our Thinking: The photography, artist and subject matter needed to be the primary heroes of the campaign, so we let Herzog’s images do most of the heavy lifting. To augment his powerful photography, we utilized a simple, bold typeface that was (and still is) popular over the 50-year span of the photographs represented in the show. Branding of the Gallery also needed to be strong, and we featured the Vancouver Art Gallery’s trademark red as the only colour to appear outside Herzog’s photography.
Results: A comprehensive campaign of materials that is in keeping with (and advances) the brand of the Vancouver Art Gallery, while highlighting the primary reason people go to any art gallery: the art.
