Project Details

The highlight of the campaign revolves around its adaptable color palette. Initially, it was launched with a limited range of colors, but the guidelines for color selection were designed to be flexible, allowing for refreshing updates as the campaign progressed throughout the year. Drawing inspiration from the CMA's permanent collection, the color palette could be modified to complement specific events, exhibitions, or visual focal points of the advertisements. Additionally, the campaign incorporated the CMA's crosshatch motif, presenting it in a reimagined form through a paper folding notch design. This approach encouraged audiences to delve deeper into the messaging, prompting them to explore and engage with the CMA's diverse collections and programming on a more profound level.