We create brands that are deeply connected to vision, rich with meaning, and crafted to inspire, align, and endure. Beautiful Brand Intelligence.
Menu
Overview
Introduction
Colours of Impressionism brought 65 masterpieces from the Musée d’Orsay to Adelaide. Our role was to create a contemporary campaign identity and exhibition system that honoured the work while cutting through a busy cultural calendar. Rather than leaning on period pastiche, we built a modern, high-contrast brand with a singular colour signal and confident typographic voice. It needed to scale from trams and OOH to wayfinding, tickets and the exhibition book, all while feeling unmistakably AGSA and unmistakably StudioBand® — strategic branding and design, grounded in clarity and evidence.
Client
Art Gallery of South Australia
Industry
The Arts
Deliverables
Campaign branding and visual system
Exhibition graphics and wayfinding
Advertising and marketing collateral (print, digital, social)
OOH including tram wrap and large-format billboards
Exhibition book design
Site and entry signage
A single idea, everywhere. The pink wasn’t decoration; it was a decision. On the tram, in the banners, across the book and wayfinding, that colour did the heavy lifting — capturing attention at speed, anchoring memory, and signalling a fresh take on Impressionism. Pairing it with strong typography and disciplined layouts meant every touchpoint felt related, recognisable and ready to deploy. The outcome was a campaign that people could spot from a block away and recall weeks later — proof that distinctive assets, used consistently, do the hard work of marketing.
Outcome
Campaign Drives Success
The campaign delivered record ticket sales for AGSA, exceeding forecasts and earning critical acclaim. Demand extended the season and strengthened AGSA’s brand salience with local and visiting audiences.
From a marketing science lens, consistent use of distinctive assets (especially colour) improved recognition across touchpoints, increasing effective reach and frequency without inflating media spend. In short: a system that scaled, sold and sustained interest across the entire exhibition period.
What This Project Taught Us
Clarity and Colour Drive Recognition
Distinctive doesn’t mean loud for its own sake. It means creating recognisable, repeatable assets that work hard in the real world. For cultural institutions, resisting stylistic imitation can be the difference between blending in and becoming a fixture in people’s memory structures. This project reinforced that a brand system should reduce complexity for teams, not add it: clear grids, accessible type, and simple rules save time and money while lifting quality. Finally, owning a single, brave colour can be transformative.
As Binet & Field show, fame effects are built through broad reach and creative consistency; the pink became our shortcut to both. The lesson for any brand — in education, construction, architecture or lifestyle — is to codify a few bold assets and use them relentlessly.
Conclusion
Conclusion
Colours of Impressionism demonstrates how evidence-based design drives outcomes. By aligning a clear strategy with confident creative choices, we built a system that scaled across media, supported operational realities and delivered measurable results for AGSA. This is the work we love: brand that looks beautiful and behaves brilliantly — a foundation for reach, recall and revenue.
Photography
Mark Lobo
Photography
Jonathan VDK
