Project Development

Traveling exhibits often come with a package of advertising assets. But in many cases, using these assets to their greatest advantage requires a bit of strategy, thoughtful planning and creative ingenuity.

The original Marvel exhibit ad featured a group of superheroes, but individuals were difficult to identify from the whole. Physically smaller characters were easily lost or overlooked. Rather than relying on a singular image to advertise the exhibit, the length of the exhibit run and the variety of deliverables demanded a different solution. With that in mind, I developed a design approach that would ultimately best fit the Museum’s unique needs and the Chicago market.

I created a new collection of assets with each character or a group of characters set apart by different colored backgrounds. Characters were positioned for maximum impact and to convey dynamic action. The updated art better showcased each superhero’s unique qualities. And, the new suite of materials provided a larger collection of resources from which to draw. This solution stretched potential viewer engagement since the final deliverables were less likely to become overlooked after repeat viewings, and we could tailor the characters we used to specific audiences.