The exhibition, split over 3 shows, brought together an eclectic mix of practices; from fashion to graphics, architecture to drama. With such diversity, there was no single unifying theme beyond the raw creativity of the exhibitors. The design challenge wasn’t just about creating an identity, but about representing everyone fairly without privileging one discipline over another.
With so many participants, it was impossible to show each person’s work equally. Featuring a handful would feel selective, while trying to cram everyone in would dilute the impact. The real question became: if the campaign can’t show the work, what should it focus on? When the brief is to get people through the door, the design becomes the invitation, not the preview.
Branding
Logo for all shows
Typography
Exhibition design
Lorna Searl
By reframing the brief, we landed on a deceptively simple idea: the campaign’s goal was not to preview the work but to get people through the door. The design embraced this with a bold, directive tone - come. And then coma, again. By removing visual previews entirely, the identity avoided unfair representation and set up a sense of intrigue.
The result was a campaign identity that made no promises about what visitors would see; a deliberate mystery that let the exhibition itself do the talking. By stripping away expectations, the design ensured that every participant was put on equal footing, allowing their work to speak for itself once people arrived.