Thoughtful set to market Tate Liverpool blockbuster

Tate Liverpool is set to unveil the identity and marketing collateral designed by Manchester consultancy Thoughtful for its summer blockbuster exhibition Colour Chart.

The exhibition, which originated at New York’s Museum of Modern Art, explores the idea of colour as mass-produced and standardised, taking the colour chart as a starting point.

Thoughtful was appointed earlier this year following a four-way paid pitch that included Glorious Creative and True North.

Tate Liverpool’s communications and publishing manager Jemima Pyne explains that the graphics will take their cue from the colour squares of commercial colour charts, picking up on ideas from some of the artworks.

In addition, Thoughtful is designing material that uses QR (quick response) codes, which can be read by mobile phones, and will link directly to an exhibition microsite providing further information on the show and the exhibits from 44 artists.

Tate Media, the gallery’s internal team, is developing the microsite.

As part of a wider promotion of the exhibition, Thoughtful will also deliver advertising, banners, gallery dressing and street dressing. ‘Our hope is to have as many bespoke solutions for those things as possible,’ says Pyne.

Colour Chart/ Reinventing Colour, 1950 to Today, will run from 29 May until 13 September at Tate Liverpool.