DARK HEART

TitleDARK HEART
BrandART GALLERY OF SOUTH AUSTRALIA
Product / Service2014 ADELAIDE BIENNIAL OF AUSTRALIAN ART
CategoryB02. Typography
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
Carmel Alfano Clemenger BBDO Adelaide Account Executive

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 brand to promote The 2014 Adelaide Biennial of Australian Art. The lock-up needed to capture the mood and intent of the theme ‘Dark Heart’ in a clear and unique way.

How the final design was conceived

Upon studying the extraordinary contents of the exhibition, we sought to reflect a key aspect of the theme Dark Heart, which was ‘concealing and revealing’ - a discovery of ‘what lies beneath’. This was achieved through a layering approach of the various typographic elements. The title is concealed in a very minimal way with structural lines - lines that are unable to hide 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.