2012 aiga minnesota Design Show

The Curative was an exhibit of personal creative works from the broad range of professionals at Target. The promotions had to communicate the range of mediums represented in the show, including fashion, book arts, painting, photography, illustration, and more. Invitations and posters were to promote the show both within the Target headquarters, and externally to the Twin Cities community. Our first thought was to include the art that was to be in the exhibit in the promotions. However, as the artists were creating work specifically for the show, we didn’t have images to work with ahead of time. Instead, we sourced images of previous work the artists had completed, and abstracted it to create one larger composition. This solution also served to visually tie together the many mediums in the show with one system.

Delivery of Work

Our primary objective was to draw people to the event, both internal to Target and the general public. The promotions were designed to cut through the high volume of communications at Target HQ. We intentionally avoided red, helvetica, and the bullseye so as to differentiate the event from the other branded communications in the space. The abstraction of the artwork also served to pique interest and encourage attendance, without giving too much away. Each of the artists could discover their own work layered in the piece.

The Results

The event was highly successful based a large attendance and feedback from both the artists and attendees. Hot pink and orange vinyl in the window of the gallery completed the system and drew people in from the street. The leftover invites were repurposed into booklet covers which contained interviews with the artists and served as a takeaway for the show.