The Art Gallery of Hamilton is a prestigious institute of the arts that hosts events, exhibitions, classes, viewings, etc. — all the usual trappings of a classical art gallery. As an institute, the AGH is eager to expand its’ membership among a younger demographic.
The Challenge: identify an organization, business or institution that could benefit from a campaign to rebrand, promote services or increase its' reach in a specific area. Identify the need/opportunity and create a campaign to meet it?
The Q: how can we create a campaign that engages with young locals in a direct, unpretentious way, introduce them to the AGH, attract them as members, and expand the gallery’s offerings to meet their interests?
The A: we marry classical and street art in a celebration of the vibrant, community-based artists of Hamilton, positioning street art on the same plane as fine art. The deFine Art campaign hits many touchpoints with a gallery installation, an app-guided walking tour of art in the streets, merchandise and a branded pop-up cafe. Sparse use of colour paired with strategic typeface choices create an eye-catching visual language, firmly rooted in the intentions of the campaign.
Skills: ideation, mood boarding, colour theory, typography, layout, poster design, campaign development, audience analysis, market research, brand development, campaign development, art direction, inDesign, Photoshop, Illustrator
*this work was produced as a student project for the Shillington School of Graphic Design.
