Branding, Creative Direction, Print


An A2-sized tactile poster made entirely by hand, promoting a fictional exhibition for the artists Christo and Jeanne-Claude. A direct mailer was also created to be sent to art enthusiasts.

The exhibition was to be held at the Singapore Art Museum, spanning across three days, showcasing a range of their large scale works, usually involving textiles.

The idea of the poster is simple. It is a 3-dimensional typographic poster, highlighting the names of the artists. Since their wrapped works usually played around with the manipulation of shape and form, with light making a huge difference on the outlook of their work, I figured the concept of the poster should give insight as to what viewers would see in the exhibition.

I played around with the positive and negative space of each letter, with denotations made to show a lack of, and the cloth pulled taut to define its shape, so similar letters such as ‘E’ and ‘F’ would be easily told apart.

As all their works makes use some form of textile, I chose to use drill for my poster as it wasn’t too thick that the folds would be overwhelming, or too thin that the words would show from underneath. The letters are all wrapped differently, with the cloth draping differently against each letter, some loosely, some tightly, to give it a more interesting look, and reflecting the imperfect style the artists aim to achieve in their works.

I felt it was important that the poster was easily read from different angles because the artists always invited the public to walk around their large scale works, so every nook and cranny had to be well-made.

A direct mailer was to be sent to subscribers of the Singapore Art Museum, promoting and inviting them to visit.

The invitation reads, Apparently it does, answering back to the question posed earlier. So do Christo and Jeanne-Claude. This implies that the artists do not just wrap any old thing. They plan ahead, and there are reasons why they choose to wrap certain things. It also conveys that there are similarities between the recipient and the artists, hence their works would not feel distant, and viewers would be more likely to attend the art exhibition.