Creating Buzz for an Art Auction
Threyda Art Gallery in Denver hosted an auction featuring renowned artist Android Jones. They needed a marketing campaign that could raise awareness for the event through both print and digital channels.
My Roles
Art Direction
Art Direction
Visual Design
Awards
American Advertising Awards 2023 Student Best of Show, Student Gold Consumer Campaign, Student Silver Out-of-Home Poster Single
American Advertising Awards 2023 Student Best of Show, Student Gold Consumer Campaign, Student Silver Out-of-Home Poster Single
The Challenge
This campaign had to merge Threyda's minimal branding with Android Jones' surreal art style while preserving their distinct identities. It also needed to resonate with both seasoned Android Jones fans and new audiences, and be adaptable across various channels.
The Process
This campaign was an opportunity to expand Threyda's brand and showcase Android Jones' art. Threyda's brand colors are black and white, which made for the perfect colors to allow Jones' colorful artwork to stand out. This resulted in a black-and-white typography-based campaign, bringing these two entities together. The lower readability of the stretched typography prompts a second look, drawing attention and enhancing the visual impact.
The Outcome
The campaign helped the event gain significant attendance through print and digital channels. These materials were also used at the event to help create a branded experience. This project also won three awards at The American Advertising Awards of Colorado, including Student Best of Show.