La Pedrerda: Jenny Holzer...

Objective:Promotional campaign was to spotlight the showcasing exhibit of Jenny Holzer at La Pedrera in Barcelona, Spain. The project aimed to seamlessly integrate Holzer's artistic contributions while highlighting the architectural marvel of La Pedrera.

Context:This project was to promote a temporary art exhibit featuring the renowned artist Jenny Holzer within the iconic La Pedrera. The purpose was to attract art enthusiasts, locals, and tourists to experience the intersection of contemporary art and historic architecture.

Problem Statement:The challenge was to create a promotional campaign that effectively communicated Jenny Holzer's contributions to the exhibit while ensuring La Pedrera remained the focal point. The goal was to strike a balance between the artist's work and the architectural significance of the venue.

1. Integrated Collateral:To provide a comprehensive experience, an integrated set of promotional materials was designed, including brochures, banners, flyers, and bus stop ads. Each piece of collateral played a specific role in conveying information about the exhibit and the venue.

2. Visual Hierarchy:Establishing a clear visual hierarchy was essential. Holzer's artwork was featured prominently but was designed to complement, not overshadow, the unique features of La Pedrera.

3. Storytelling Through Design:The project emphasized the power of storytelling through design. Each piece of collateral told a part of the narrative, inviting the audience to explore the synergy between Holzer's contemporary expression and the historical significance of La Pedrera.

4. Consistent Branding:Maintaining consistent branding elements, including colors, fonts, and imagery, helped unify the promotional materials. This ensured a cohesive and recognizable identity for the campaign, contributing to brand recall and recognition.

5. Location-Specific Adaptations:Considering the diverse locations where the promotional materials would be displayed, adaptations were made for different formats. Bus stop ads were optimized for quick readability, while brochures allowed for a more immersive exploration of the exhibit details.