Identity, environmental and marketing campaign design for Painting Is My Everything: Art from India's MIthila Region. Visually striking contemporary paintings by mostly women from northeastern India’s Mithila region show how art can transform lives and catalyze social and economic change. For this exhibition, we are showcasing artworks from our own collection and drawing out stories about the art, artists and their socioeconomic contexts. The history of the paintings on paper from the Mithila region is fascinating: comes out of a wall-painting tradition, becomes a portable medium in the wake of a famine and efforts by the Ministry of Culture to provide economic support for the communities; artists paint in personal styles within a “traditional” form of expression; there are mainly female artists; many are using social themes as their painting subjects; artists are training at an art school at Madhubani (the regional capital); artists are coming from all strata of society.
Client
Marketing, Communications, Curatorial
Process/Planning
RACI
Creative Services begins each exhibition with a RACI model that identifies primary stakeholders, key dates and deadlines. It outlines and defines the organizational process for the overall creative of the exhibition. Creative Services spends about 8 weeks on design, which includes preliminary sketches and refining drafts per scheduled review meetings with stakeholders.
Includes the Marketing Communications Strategic Plan for the overall positioning of the exhibition and Exhibition Design layouts for the overall in-gallery experience.
The creative brief outlines ways in which the designer should take important factors and elements into consideration, such as: choice of colors and typography, ideas to explore, as well as any co-organizer specifications for the campaign.
Design Solutions
The Art Director then develops preliminary sketches. From there, the team works together to refine drafts sharing with the stakeholders at the design review meetings. Here are the solutions that Creative Services provided and how the concepts developed and evolved over time.
First Draft
Second Draft
Final Creative
The second design was selected as the strongest creative. The angled crop was unique and unexpected and complimented the artwork extremely well. It functioned as a way to direct the viewers eye from top to bottom.
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