Exhibition identity, 2024

Responsibilities

Concept development
Design of key print and digital assets
Creative oversight of campaign roll-out

Collaborators

Marketing lead: Philip Woods
Campaign roll-out and artworking: Anna Berzovan

Context

looks at the last 28 years of Michelangelo's life, a period of extraordinary creativity. Through his drawings and personal letters, visitors get to meet the human behind the masterpieces as he struggles to come to terms with his mortality.

Audience

The campaign targeted non-specialist UK and international visitors who are seeking an emotionally moving experience through art, and are interested in learning more about Michelangelo and his times in an informal way.


Banners for 'Michelangelo: the last decades'

Challenge

To connect with the audience emotionally, my approach had to convey Michelangelo's humanity as well as the creative energy of his later life.

To manage visitors' expectations, the lead imagery had to reflect the fact that the exhibition's focus was on drawings and letters, rather than the sculptures and frescoes he is famous for.

Entrance banner for 'Michelangelo: the last decades'
Wall vinyl for 'Michelangelo: the last decades'

Solution

I developed a graphic system built on the dynamism of an angled grid. It holds a composition of images centred on a portrait of Michelangelo in his later years. The layout and image selection can be flexibly adjusted and expanded to work in different sizes and formats.

Outdoor advertising for 'Michelangelo: the last decades'
Outdoor advertising for 'Michelangelo: the last decades'
Magazine ad for 'Michelangelo: the last decades'
Google Display Network ad for 'Michelangelo: the last decades'
Google Display Network ad for 'Michelangelo: the last decades'
Website hero for 'Michelangelo: the last decades'