BLACK AND WHITE by Grey Johannesburg for Apartheid Museum

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BLACK AND WHITE

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Industry Museums & Libraries, Stationery
Media Design & Branding
Market South Africa
Agency Grey Johannesburg
Executive Creative Director Mike Barnwell
Designer Kyra Antrobus
Released December 2009

Credits & Description

Category: Stationery
Advertiser: APARTHEID MUSEUM
Product/Service: APARTHEID MUSEUM
Agency: GREY SOUTH AFRICA
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: GREY SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Executive Creative Director: Mike Barnwell (Grey SA)
Group Head: Terry McKenna (Grey SA)
Group Head: Jayson Dicks (Grey SA)
Designer: Kyra Antrobus (Grey SA)
Media placement: Business Card - Handed Out To Potential Visitors To The Museum - 01/01/2010

Describe the challenges and key objectives
Leave the person handed the card, with a real sense of what the Apartheid Museum is all about.

Describe the brief from the client
Relook the Apartheid Museum’s business cards. The new design needed to be striking, memorable and innovative.

Describe how you arrived at the final design

We needed a metaphor that would represent the segregation of black and white people during South Africa’s dark past. The solution was to design a transparent business card filled with oil and water, which are renowned for not mixing. By simply handling the business card, the holder will see the black and clear liquids moving around each other, but never integrating. While the card remains a completely functional business tool, it delivers a strong message about the Apartheid Museum.

Give some indication of how successful the outcome was in the market
The result of a business card is normally pretty difficult to quantify but by designing a card that was engaging, and thought provoking we ensured that it was not only less likely to be thrown away but would be shared with other potential visitors to the museum.