LATE POSTER SERIES by Alt Group Auckland for Auckland Museum

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LATE POSTER SERIES

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Industry Museums & Libraries
Media Design & Branding
Market New Zealand
Agency Alt Group Auckland
Designer Shabnam Shiwan, Tony Proffit Alt Group, Aaron Edwards, Jinki Cambronero Alt Group
Photographer Toaki Okano Toaki Okano Photography
Released July 2010

Credits & Description

Category: Design Typography
Advertiser: AUCKLAND MUSEUM
Product/Service: MUSEUM
Agency: ALT GROUP
Date of First Appearance: Jul 29 2010
Entrant Company: ALT GROUP, Auckland, NEW ZEALAND
Creative Director/Designer: Dean Poole (Alt Group)
Designer: Shabnam Shiwan (Alt Group)
Designer: Jinki Cambronero (Alt Group)
Designer: Tony Proffit (Alt Group)
Designer: Aaron Edwards (Alt Group)
Photographer: Toaki Okano
Media placement: Poster - Street Posters - 29 July 2010
Media placement: Poster - Street Posters - 26 August 2010
Media placement: Poster - Street Posters - 30 September 2010

Describe the brief from the client
LATE is a cocktail of debate, music and community, and part of a broad programme to reposition and reconnect Auckland Museum with its external audiences. The brief was to create a campaign identity, for the monthly event, to be primarily applied to street posters.

Describe the challenges and key objectives
The Auckland Museum holds the world’s largest Maori and Pacific collection and is a natural history as well as a war memorial museum. The posters needed to speak to a wide audience - scholarly for the debate and mostly younger for the music - and stand out in a street landscape and be easily read from a moving vehicle.

Describe how you arrived at the final design
The concept was to signal that the museum was open late and promote the LATE event. Neon seemed an appropriate visual metaphor. Each letter was designed to align with the typography in the AM campaign identity and was built as a stand-alone neon mounted in a Perspex cube. This allowed for the letters to be physically stacked in multiple configurations. Each neon letter was programmed with an RGB sequence to give the word multiple executions. The letters serve as the event identity through posters, online and physically at the event as stage signage.

Give some indication of how successful the outcome was in the market
LATE was regularly well attended and positively received.