Title | DARK HEART |
Brand | ART GALLERY OF SOUTH AUSTRALIA |
Product / Service | 2014 ADELAIDE BIENNIAL OF AUSTRALIAN ART |
Category | B02. Typography |
Entrant | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
Entrant Company | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
Advertising Agency | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
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 |
Create a dynamic but simple approach to typography that worked with the extreme length of the title as well as over imagery.
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.
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.
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.