DARK HEART

TitleDARK HEART
BrandART GALLERY OF SOUTH AUSTRALIA
Product / Service2014 ADELAIDE BIENNIAL OF AUSTRALIAN ART
CategoryA01. Posters
EntrantCLEMENGER BBDO ADELAIDE, AUSTRALIA
Entrant Company CLEMENGER BBDO ADELAIDE, AUSTRALIA
Advertising Agency CLEMENGER BBDO ADELAIDE, AUSTRALIA

Credits

Name Company Position
Matt O'grady Clemenger BBDO Adelaide Creative Director
Joel Van Der Knapp Clemenger BBDO Adelaide Graphic Designer
Natalie Dunn Clemenger BBDO Adelaide Finished Artist
Carmel Alfano Clemenger BBDO Adelaide Account Executive
Michelle Trealoar Clemenger BBDO Adelaide Agency Producer

Brief Explanation

Create a dynamic but simple approach to typography that worked with the extreme length of the title as well as over imagery.

The Brief

To create a modern, bold and engaging poster to promote The 2014 Adelaide Biennial of Australian Art. The poster needed to capture the mood and intent of the theme ‘Dark Heart’ in a cinematic style.

How the final design was conceived

After studying the exhibition contents, we sought to reflect the key aspects of the Dark Heart theme - ‘concealing and revealing’. This was achieved through layering various elements. Besides the title lock-up, the main element was an image from the series 'Mob Rule', grounding the poster with texture, mood and a solid base for the type. Parts of the art imagery are concealed, others revealed. Eyes peer from beneath the title, drawing the viewer in. The typography of the title is concealed in a minimal way with structural lines, lines that are unable to conceal what lies beneath.

Indication of how successful the outcome was in the market

The Art Gallery attracted a record number of 111,000 visitors to Dark Heart since the exhibition opened on 1 March 2014, up 10% on the 2012 Biennial.