Sumo creates launch ads for Hepworth Wakefield gallery

Sumo Design is working on the visual campaign for the launch of the Hepworth Wakefield gallery, due to open in May 2011. The campaign includes posters for London Underground and mainland railway stations, and guerrilla applications including a graphic that will be stencilled around Wakefield.

Using the iconic shape of the Hepworth Wakefield roof from the building design by architect David Chipperfield, Sumo worked with the existing identity, created by A Practice for Everyday Life, to create a three-stage poster campaign. The shape will initially be filled with the gallery’s opening date, then words relating to the gallery (pictured) and, finally, images from the building and its collections, says Sumo creative director Jim Richardson.

Visitors will be able to upload their own words and images, which will be presented in the roof shape and displayed in the gallery’s reception area.