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
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.
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.
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.
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.
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.