Wonder Associates creates Henry Moore campaign

Wonder Associates has created an identity and campaign for Sculpture in Painting, a new exhibition hosted by the Henry Moore Institute in Leeds.

The Cheshire-based consultancy, which specialises in working with cultural and arts institutions, was appointed in July, following a pitch.

Briefed to maximise visitor numbers by appealing to different types of audiences, Wonder Associates has created a ‘circular device’, which can be applied on top of noted paintings, says Wonder Associates client and services director Lisa Gardiner.

The building’s façade will use large-format graphics to attract footfall from people visiting the city’s Headrow area, according to Gardiner.

A poster campaign will start on 9 October, in Leeds City centre, backed by a legal fly-poster campaign in Headingley, which  has a large student population. ‘We’ll be applying them to poster drums, which are designated areas for these kind of things,’ says Gardiner.

Promotional material, also designed by the consultancy, will target students. The first 500 visitors to the exhibition will receive a free bag.

Ads will appear in specialist publications including The Royal Academy magazine and on screen at the Hyde Park Picture House cinema.

The exhibition, which opens on 10 October, explores the relationship between art and 3D, and includes the work of William Hogarth and Edouard Vuillard.

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