Client:
Guggenheim Museum
Hypothetical Brief:
Design a promotional campaign for an art exhibition, creating a look that is in-line with the chosen art period and organisation’s brand.
Outcome:
An exhibition which exhibited at the Guggenheim in 2014 was chosen to answer this brief.
Two types of mastheads were created to complement the style of Futurism and paintings of the period were included to promote the exhibition.
Option 1 was created using the Futura typeface which resonated strongly with the Futurism art movement. There is a distinct hierarchy present in the layout of the masthead with a focus on the word ‘Futurism’ highlighted in red. Though sitting on top, the word ‘Italian’ is secondary. The rest of the exhibition’s name is placed within the length of ‘Futurism with emphasis placed on the years of the arts movement.
Option 2 masthead can be seen on the right. While it is dynamic looking, the masthead looks unresolved and disjointed in some aspects.
Campaign posters (below) along with a catalogue cover (above) was designed to answer the brief.
