Context
Contemporary Calgary is the
city's destination for modern and
contemporary art. Their annual
fundraising LOOK gala always needs
to reinvent and outperform itself
to secure the future of the gallery. For
2024, the gallery chose the theme of
“Dada” to activate on.
Insight
While Dada is based around chaos,
spontaneity and irrationalism, the
reality of a successful gala meant
a coherent and consistent design
system. Essentially, we had to apply
rules to the unruly.
Execution
Consistency, coherence, and clarity
are needed for any successful design
system, so we applied it to a movement
based on nonsense, irrationality, and
intuition. A consistent creative concept
built on absurdist collages and distorted
typography was created and executed
across paid and owned platforms,
including print, digital, OOH, owned
social, and in-environment décor
and signage.
