Museum at Large
28 to 31 October 2021
Background
Four temporary art commissions on show across the city centre during the 2021 Hallowe’en weekend. The project aimed to reconnect people with the city, history, with works in a range of media — sound, light, sculpture, installation – encouraging Exeter’s residents and visitors to explore the museum’s treasures in a new and exciting way.
Brief
Produce eye-catching tease campaign, wayfinding and interpretative signage to encourage local residents to seek out new artworks positioned around the city centre.
Requirements
Needs to be clear this is a project by the museum. Graphics to communicate that this is a night-time event with a vibrant look and feel. Creative direction: Branding to communicate the effect of moving through the city.
Approach
Strong graphic treatment, using light projections as a starting point. Research undertaken looking at chromatic aberration and the work of artist Diana Thaler. Create visuals that would lend themselves to being animated. Use signage and wayfinding to communicate that there are other sites to visit.
Challenges
Don’t use any imagery of the museum’s collection. Location of signage varies from site to site.
Solutions
Energetic graphic background overlaid with quirky geometric typography for messaging. Overlapping concentric shapes intersecting with light blend modes to create a simple but pulsing effect.
Outcomes
- Ambient media
- Programmatic advertising
- Video stings
- Social media assets
- Wayfinding signage
- Alternative colourway not used
Photography: Rob Coombes
Typeface: Cy
