V&A Dundee exhibition campaign.
We created and delivered the campaign for the new museum's second exhibition.
As the V&A Dundee’s second major exhibition after opening, Videogames: Design/Play/Disrupt provides an opportunity for the museum to engage new audiences and attract repeat visits - cementing the museum’s pivotal role in Scotland as a place to explore the designed world and find inspiration.
The exhibition is a celebration of the increasingly important role of design in gaming, and how it has contributed to both individual gaming experiences and the industry as a whole. We developed a campaign concept that reflects the innovative and evolving design field of videogames, enticing both devotees and ‘atypical’ gaming exhibition visitors.
In order to portray the significance of gaming and game design we felt it was important to avoid any clichés or common tropes with the typography used. With this in mind we used a linear, industrial style of type that feels progressive and impactful, but retains character.
Influenced by games such as Monument Valley’s isometric viewport, we drew a series of 3D-inspired letters as support graphics that can be used as a pattern to represent basic code, or arranged to form a more graphic representation of the word ‘videogames’, symbolising how lines of code combine to create fully formed design pieces.
This series of letters can be rendered and used in multiple ways, providing a flexible and playful asset for all activation, from digital to experiential.
Since the campaign launched, V&A Dundee has been announced as a finalist for the biggest museum prize in the world, the Art Fund Museum of the Year.