The JFK Presidential Library And Museum Design & Branding 1961 by The Martin Agency Richmond

1961

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Industry Shows, Events & Festivals
Media Design & Branding
Market United States
Agency The Martin Agency Richmond
Copywriter Joe Alexander
Designer Brian Williams, Matt Wojtysiak
Released June 2011

Credits & Description

Category: Posters
Advertiser: THE JOHN F. KENNEDY PRESIDENTIAL LIBRARY & MUSEUM
Product/Service: 50TH ANNIVERSARY OF JFK'S PRESIDENCY
Agency: THE MARTIN AGENCY
Executive Creative Director: Joe Alexander (The Martin Agency)
Art Director: Brian Williams (The Martin Agency)
Copywriter: Joe Alexander (The Martin Agency)
Designer: Brian Williams (The Martin Agency)
Designer: Matt Wojtysiak (The Martin Agency)
Print Producer: Jenny Schoenherr (The Martin Agency)
Chief Creative Officer: John Norman (The Martin Agency)
Media placement: Promotional Poster - Mailed Out Upon Request - 1 March 2011
Media placement: Promotional Poster - Mailed Out Upon Request - 17 April 2011
Media placement: Promotional Poster - Mailed Out Upon Request - 25 May 2011
Media placement: Promotional Poster - Mailed Out Upon Request - 4 June 2011

Describe the brief from the client
Bring the legacy of JFK's presidency to light for a new generation by revisiting key moments from his first year, 50 years later.

Describe the challenges and key objectives
The main challenge we face when honouring historical events is giving them modern context. Ideally people who were old enough to remember JFK's presidency will see this work and be reminded anew of that time, and newer generations will have history presented to them in a new way. Both audiences should come away feeling that the events of 50 years ago are still very much relevant today.

Describe how you arrived at the final design
Each poster begins with the same image of JFK, after which we overprinted a woodcut colour plate that depicts a milestone event of his first year. Finally a copy layer was overlaid, designed in sympathy with the colour plate. By using the same image of JFK throughout the campaign, we were able to emphasize the great variety of challenges and achievements he met in his first year.

Give some indication of how successful the outcome was in the market
JFK admirers and design enthusiasts alike picked up the work, socialised it, and requests for copies came from all over the world.