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Creating a historic response to special exhibitions

Mon 23 Apr 2012

"Threefold are fantastic at understanding the varied demands of our exhibitions. They bring inspiration and innovation to every project. They listen and work collaboratively to develop brand concepts and identities that connect with our audiences, across all media channels.

Spiceworld, The Exhibition is a perfect example of an unusual project that needed an instantly recognisable brand but presented numerous copyright challenges. Threefold came up with a concept that took one of the star pieces of the exhibition and built a brand around it. We were able to avoid all copyright issues because of this innovative approach. The graphic style perfectly addressed the target audience and captured the whole message of the exhibition in a striking logo, I could not have asked for a more perfect outcome.

Working with Threefold is hassle free and produces great results. Nothing is impossible with them on your side!"

Helen Langwick, Curator of Exhibitions, Leeds City Museum

The challenge

As well as having permanent exhibits, Leeds City Museum also hosts a number of special exhibitions throughout the year. Each one of these requires its own unique theming in order to create a 'buzz' about what's on show and appeal to the Museum's varied audience that stretches across age groups and includes everyone from families to special interest groups.

All this has to be achieved within a tight budget and sometimes an equally tight deadline.

The solution

Having worked on a number of special exhibitions for Leeds City Museum, we understand that we must undertake a full visual branding exercise.

We begin by designing an exhibition identity which is not only eye-catching and memorable, but can also work across all the different forms of marketing material including digital, leaflets, posters, bus advertising and cinema advertising. For example for the hugely successful Spiceworld exhibition, featuring memorabilia from the Spice Girls, we took a star piece of the exhibition and built a brand around it, while at the same time avoiding all copyright issues.

Our design team then uses this exhibition brand to produce a graphic treatment to be used as a themed 'look' within the exhibition itself.

The results

We're very pleased to say that the work we have produced and our 'partnership' approach has gone down extremely well.

For each Special Exhibition, we have successfully increased footfall and even helped the Museum reach new record levels of visitors with footfall numbers exceeding 75,000. No small thanks to our creative approach and willingness to always go that extra mile.

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Leeds City Museum