V&A Dundee
Mary Quant Promotional Campaign

The V&A is the world's largest museum of art and design in the world, and it's a reference point for many designers. It houses over 5000 years of human creativity with a permanent collection of nearly 3 million objects, books, and archives. In 2020, we had the huge honour of working with the V&A Dundee, Scotland’s design museum, to promote their Mary Quant exhibition, celebrating the inspirational fashion designer, whose creations became fashion icons of the '60s and '70s.

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Concept

Mary Quant’s inspirational work is permanently hosted in the V&A in London and is not usually shown anywhere else, and this was the first time it left the capital. Our creative collaboration started immediately after winning the pitch in November 2019. We lost no time developing the look and feel of '60s and '70s London into a creative concept which captured the spirit of Mary’s iconic designs. 

Approach

From the wider V&A brand palette, we curated a mini-campaign palette for the exhibit. We opted for colours that were aesthetically pleasing and fitting, but also accessible and suitable across all media. Based on these needs, we picked dark yellow, light yellow, salmon pink and bright red as opposed to dark tones. We also chose black and white geometric patterns to add some additional contrast. Finally, the condensed sans-serif logotype, alongside the daisy, one of the iconic symbols of Mary Quant's work, added the perfect final touch to the project and enhanced the retro vibe.

Impact

Our bold visual identity was applied to print work, digital animations, merchandise, out-of-home advertising, promotional materials, and even a prosecco van. Like the event itself, it was one of the highlights of our year, and despite being impacted by Covid, it certainly was an enjoyable colourful distraction that uplifted the mood of those who managed to attend it!

Lewis Macintyre - Design Director

"Working on the Mary Quant exhibition was a real privilege for our design team. Showcasing such a famous fashion icon made it a vibrant and culturally significant project that was fun to bring to life."

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