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The Identity Project

Creating a visual framework for a national year of thematic activity by the world’s biggest scientific trust, and a campaign that would generate new audiences for a blockbuster exhibition at the Wellcome Collection.

Our challenge was to create a framework that could be used for any purpose, at any size and across any medium; a visual approach that would be as appropriate for scientific journals as it was for guerrilla marketing.

We settled on a visual palette, referencing the theme of identity through silhouettes and tags.

We created a teaser campaign through guerilla marketing and enigmatic posters (reinforcing the tag line - a free venue for the culturally curious.

With that campaign in place we expaned the communications mix. We worked with Wellcome’s in-house design team and their external partners to roll-out a marketing and publicity campaign for their events and exhibition at Wellcome Collection.

Wellcome : Identity - logo

A portrait of Michael Smith, in black and white

This was such a fun project to be involved in. I was even able to sneak in to the campaign as one of the silhouettes.

Michael Smith
The Identity Project logo
Identity Project teaser poster
Identity teaser poster
Identity project tube poster
Identity project tube poster with people walking past
Identity project tube poster with people walking past
Identity project banners outside of the Wellcome building, London
Identity project banners outside of the Wellcome building, London

5 slideshow images (click image to view)

Wellcome : Identity - teaser slideshow

In keeping with their core message (which we’d previously helped to define) a free destination for the incurably curious, we launched a two week, multi-media campaign, provoking intrigue and driving people to a web presence.

Identity launch invitation
Luggage label shaped Identity flyers ready to be handed out
The Mission 21 team dressed as silhouettes
One of the Mission 21 team dressed as a silhouette
One of the Mission 21 team dressed as a silhouette

4 slideshow images (click image to view)

Wellcome : Identity - Mission21

Launch party invitations were sent to the movers-and-shakers of the worlds of art and science, creating
a buzz amongst industry and press.

Complementing the traditional media, we worked with the PR agency, Mission 21 to commissioned a group
of actors to become living silhouettes across London. The campaign was one of the first to exploit Twitter.

Identity website
Identity website
Identity website

3 slideshow images (click image to view)

Wellcome : Identity - website slideshow

Traffic was directed to the enigmatic website with clues about the involvement of Wellcome Collection, and their exhibition. The site encouraged sign-ups to their mailing lists, with astonishing success – a 50% conversion rate was achieved from 2000 unique visitors in the first two weeks.

Identity crosstrack poster
Large poster for the exhibition photographed in situ on a Tube station with a blurred train going past
Identity exhibition leaflet

Wellcome : Identity - exhibition leaflet

As the initial ‘teaser’ campaign ended, we rolled out the more traditional and detailed marketing campaign to promote the main exhibition, entitled 8 Rooms, 9 Lives.

Working with Wellcome’s in-house design team, the campaign also featured on a range of leaflets and other publicity materials. And, as The Identity Project grew and evolved, the campaign was picked up by partners, nationwide.

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