Brief 5: EOYS Brand Proposal - Research: Commercial Exhibition Identities

Speaking to tutors about the project they suggested just because its a student exhibition doesn't mean we should limit ourselves to researching student exhibition identities. It was suggested I look beyond this and research successful commercial exhibitions as this can provide further inspiration as to how I can push my design direction further and emulate a commercial practice. 

Bedlam (2016)

The Wellcome Collection’s show, Bedlam: the asylum and beyond, explores the changing face of mental health, From the 18th century madhouse to today’s chaotic marketplace of pills and treatment, the exhibition analyses how mental health care has transformed over the past 200 years. 

Due to the sensitive nature of the content the identity was required to be sympathetic and not trigger any potential audiences. The result is is simple and type-lead identity that works harmoniously with the exhibition creating an engaging direction that is reflective of the content. The bespoke type for the exhibition is based on the concept of the asylum as a place for rest and recovery. To accentuale this a 3D version of the type was created to play with the depth of field and shadows when photographed. The background is a pale blue textured concrete, referencing the architecture of the asylum, lending a subtle and sensitive colour palette as opposed to a flat colour which would not bring the same texture. The exhibition identity inspires me to consider the value of production methods and not to be limited by student budgets as the live brief will allow for a more extravagant concept to develop and that the use of 3D can play a vital role in achieving a professional and innovative finish within the identity. 

The Event Sculpture Exhibition (2014) 

I was particularly inspired by Music’s identity for The Event Sculpture exhibition, The campaign takes inspiration from the event and reflects the nature of the exhibition itself, which is comprised of a series of momentary events. Each is unique and each and no two people will experience the events in the same way, and so the campaign uses unique pieces of print created using generative technology. The process of creating unique prints was informed by the use of strict grid, which takes the form of a listed schedule of events to act as a stencil, this is then printed over CGI imagery and for the flyer posters screen printed over waste posters found in storage. 

The relationship between the process and outcome creates a unique experience that combines innovative technology with creative process to create a totally bespoke design process. I love the fact no two pieces are the same yet the set feels holistic and will appeal to the target audience through the culturally appropriate use of type colour and composition. It feels contemporary yet will not disengage a classical audience and more importantly creates a bespoke feel for the events.