PROJECT DESCRIPTION

For more than thirty years, the Los Angeles–based artist Henry Taylor has portrayed people with a mixture of raw immediacy and tenderness. While a mainstay in the Los Angeles art scene, Henry Taylor was less familiar to a New York audience. Part of the challenge of this marketing campaign was to introduce his work into New York’s saturated landscape while still reiterating it's location at the Whitney Museum of American Art. The humanity of his subjects and the bold vibrancy of his paintings spoke for themselves, and we decided to make his work as large as possible within the wide variety of placements we pursued. We coupled the works with a simple typographic treatment that reiterated the Whitney’s brand while also leveraging the palette found within the artist’s works. In latter components of the campaign, we also prominently incorporated the titles of the paintings to amplify the artist’s voice and his own vernacular. The campaign extended from small IAB units, to large outdoor posters, to retail products, and everything in between. Despite using a wide variety of artworks, the consistency of our approach served to unify them.

PROJECT INFORMATION

Entry Type: Series / Campaign Entry

Channel: Cross-Media

Primary Role of the Designer: Designer as brand steward

Client Relationship: An in-house on-going relationship

Intention of the Project: Introduction of a new product, service, or program

Development Budget: Decline to state

Production/Execution Budget: Decline to state

Source of Funding: Nonprofit/NGO/trust fund

Typefaces: Neue Haas Grotesk

Paper:

Materials: Assorted

CREDIT INFORMATION

Creative Director: Hilary Greenbaum

Art Director:

Designers: Jonathan Gorman, Sasha Fominskaya, Juan Aranda, Faith Kaufman

Researchers:

Developers:

Copywriter:

Illustrator:

Photographer: Jens Mortensen, Timothy Schenck

Printer:

Producer: Erika Wentworth

Other Credits: All artwork shown by Henry Taylor

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