Responses by Caz Hildebrand, Creative Partner, Here Design
Background: Get Up, Stand Up Now is an exhibition at the Somerset House in London which celebrates 50 years of Black creativity in Britain and beyond. It illuminates the impact of Black experience and creativity on British and international culture, aiming to give visitors a better understanding of how the past informs the present. We wanted to craft an identity that would attract culturally engaged museumgoers and intergenerational audiences, some of whom might not typically attend exhibitions.
Reasoning: Rather than anchoring the identity to the work of an individual artist, we crafted a single image from the profile silhouette of exhibition artist Zoe Bedeaux to represent the works of the 100 plus interdisciplinary artists. The silhouette is offset in five colors—a palette developed in conjunction with exhibition designer Yinka Ilori—and each reflecting one of the themes addressed in Get Up, Stand Up Now: Motherland; Imaginary Landscapes; Dream to Change the World; Masquerade; and Mothership.
Challenges: Summing up all the extraordinary talent in the exhibition with a singular visual that could be used across all elements of the campaign. Through the combination of the single silhouette and multicolored palette, we were able to create a design language that formed a backdrop to the exhibited works. It ensured that the art spoke the loudest and was not overpowered by the identity.
Favorite details: In addition to the two-dimensional branding material, we created branded products for the show to be sold in the exhibition shop, including enamel pin badges, pencils, socks and tote bags.
Specific demands: The power of the exhibition and the story behind it was really inspiring to us. While this didn’t necessarily make creating the brand identity easier in practice, it’s easy to get excited about a project when you feel so passionate about it. We specialize in not specializing, which was a great benefit in creating so many touchpoints for the exhibition.
Anything new: Of all the projects we’ve worked on, this was certainly one of the most diverse. We enjoyed working on an identity which would be rolled out across so many different mediums and products, from the print and digital touchpoints including the exhibition catalogue, on-site signage, artwork captions, advertising and online information to the products sold in the exhibition shop. But the most important rewarding thing about the project was learning about all the exceptional work of the 120 interdisciplinary artists spanning art, film, photography, music, literature and fashion.