Birmingham-based consultancy Tak is working on the website and marketing materials for the gallery, while architect DRMM is working with artist Richard Woods to create an art and social space in the gallery’s former delivery yard (concept pictured), as well as working on refurbished interior spaces.
The materials, website and gallery space will all launch on 17 April, when the gallery will reopen. Tak was appointed to work on MAO’s websitein September 2009, following a three-way pitch, according to the gallery’s press and marketing manager Sara Dewsbery.
Tak creative director Dom Murphy says MAO wanted something ’up-to-date and flexible’. The consultancy also wanted to make the eventssection easy to update, and introduce a new e-commerce element. The site also features rich media content such as videos and Twitter feeds.
Tak was appointed to work on the marketing material following a separate three-way pitch in February, adds Dewsbery. Murphy says, ’MAO had told us about its plans to restructure, and I hinted we’d be interested in working with it.’ MAO’s typeface logo will stay the same, although Murphy says he is keen to develop it by adding a background. Marketing materials (pictured) have been reworked to be ’more informal and chatty’, he adds. Murphy says that one of the challenges has been to promote the new galleries through sketches and words, as there is no photography available yet.
Tak’s work will extend across posters, programmes, exhibition templates and business cards. The contract lasts for a year, so Murphy says he hopes there will be opportunities to introduce new elements and also to develop cross-platform projects.
Artist Richard Woods is designing a temporary café for the gallery’s former delivery yard, which will be open until September, after which another artist will work on the café space. Woods is creating a new wall painting, table tops and aprons The gallery will reopen on 17 April withexhibitions by Johanna Billing and Maria Pask