McMichael Canadian Art Collection

Fashionality Exhibition 2012

“Fashionality” is a newly coined term that combines the words “fashion,” “personality,” and “nationality,” and refers to the interplay between clothing, identity and culture. The exhibition dealt with a more contemporary and popular culture subject matter, therefore the approach of the identity was innovative, fresh and modern. The creative development went from playfully separating the word in 3 parts, to a long, bold vertical Canadiana logo which formed the basis of the exhibition campaign including the gallery space, print and online advertising and outdoor exhibition banners. The artwork imagery alternated throughout the ad campaign to show variety of artwork in the exhibition. The campaign effectively attracted a new target audience, increased attendance, intriguing new visitors to the exhibition.

Art Direction, Design

Client: McMichael Canadian Art Collection