1. Research
The research focused on the artist, his works and his working methods. Once we gained a deep understanding of these aspects, it became possible to develop a concept for the campaign.
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2. Concept
Van Lennep manages the communication for the Jewish Museum of Amsterdam, and in particular oversees the campaigns for the museum’s temporary exhibitions. The Sol LeWitt exhibition, due to the artist’s notoriety, the scale of the show and the extensive body of curated material, was one of the most significant exhibitions in recent years.
For each exhibition, it is necessary to create a specific identity that exists within the museum’s visual branding. Within a given framework of elements that must be respected, each show needs to speak for itself, capture the public’s attention and spark curiosity.
The final campaign image is a synthesis of elements characteristic of Sol LeWitt’s work, both in form and color, and it also references one of the most important pieces exhibited at the museum.
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3. Design
Based on the concept, the visual identity was implemented across all communication channels and media. These included posters, brochures, banners, social media assets, newsletters, the website, animations and the museum’s magazine.