Heart Agency

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MATTHEW RICHARDSON

V&A

V&A – identity and advertising for the museum’s ‘Learning and Interpretation’ department

A series of artworks were commissioned for the V&A website, posters and leaflets as marketing materials for the museum’s courses and activities. The artworks incorporated the V&A’s collection of objects and artefacts. Within an umbrella identity, differences in the approach to the images were¬†created¬†with the three key audiences in mind:

Family Art Fun (4-12 year olds) – seasonal colours and simplified animal forms were used and appeared as more physically cut and glued echoing how a child might make images.

Create! (11-19 year olds) – main characters were set on clean, crisp white backgrounds and were engaged in different workshop activities.

Adult and Art College Students – offbeat, subtle and surreal using coloured digital collages against monochromatic filmic backgrounds to more subtly suggest activities such as film-making, editing, computer skills, as well as events which linked to the main exhibitions.

View overview of project