We’re proud of our long standing relationships with many art galleries and arts councils. One of these is Willoughby City Council on Sydney’s North Shore. They have three amazing art spaces at their disposal and a very active and prolific public arts program, including the bi-annual Willoughby Sculpture Prize that we were thrilled to be involved in last year.
This year’s program is the ‘Private Practice of the Public Artist’ (PPoPA) – offering a rare glimpse at the ‘private face’ of of eight high profile public artists: Richard Goodwin, Wendy Mills, Warren Langley, Pamela See, Hew Chee Fong, L.M. Noonan, Suzie Bleach and Andrew Townsend.
The Private Practice of the Public Artist branding needed to be easily recognised with a clear message whilst sparking curiosity.
The aim of the exhibition is to showcase the private works of these artists, highlight the array of public art pieces in the North Shore area and stir interest and generate ticket sales for the Public Art Symposium, being run simultaneously. Willoughby Council engaged us to create a brand for the exhibition to advertise and promote to the general public in the months leading up to the May event.
It needed to be easily recognised with a clear message whilst sparking curiosity, and the ability to ‘cut through the clutter’ and look contemporary to attract Willoughby Council residents, art enthusiasts, artists and those in the arts industry, students and the general public. The logo needed to be able to stand alone as an acronym, representing engagement between the artist and the public. The audience should walk away from the exhibition and the symposium feeling that it was a privilege to be included, and that they have witnessed something special and rare that not many are privy to.
In it’s simplest terms – PPoPA is about the ‘reveal’, shining light upon a different, private side of an otherwise very public arts figure. Concepts explored included door openings, spotlights, shadows and letters overlapping accentuating negative and positive space.
The resolved chosen concept was block lettering in alternating colours, representing individual pieces and the engagement between the artist and the public. A vintage lamp with a beam of light forming the ‘A’ – a visual pun literally shedding light upon a different kind of artwork, and perhaps in broader terms a spotlight showcasing the exhibition.
The final brand is bold, curious and stands out amongst the crowd. It’s been rolled out onto a dozen print and web ads already, and we’re currently working on an A2 map fold exhibition guide. Watch this space.
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