Gaggero was appointed to create a single design language to be used across all RA Friends materials.
These include tote bags, promotional postcards, membership packs and other printed collateral.
The new designs use images by artist Mali Morris (RA) and what Gaggero describes as ‘quite rigid system’ of typography and layout styles, looking to create a more unified and ‘bold and modern’ look and feel.
The concept retains the previous ‘I’m a friend of…’ idea, which highlights the artists who have become Royal Academicians – a selected group of 80 members (at least 14 sculptors, 12 architects and eight printmakers, the rest painters) selected by the charity who are professionally active in Britain.
The ‘I’m a friend of…’ idea is also used before the names of former RAs, such as John Constable.
Gaggero says, ‘The [RA Friends] materials didn’t have a recognisable voice or unified style throughout. I developed a complete suite of elements where the word ‘Friend’ is used in a more approachable way, tailoring the message for each piece of print.’