COLOR CONNECTIONS: BEYOND THE SURFACE
ADVERTISING CAMPAIGN
PROJECT OVERVIEW
Color Connections: Beyond the Surface is an extension of the project, Color Connections: Culture and Self. Color Connections: Culture and Self is a museum exhibit where visitors walk through a series of rooms, each dedicated to a specific color (red, orange, yellow, green, blue, and purple), and learn about the cultural meanings of these colors around the world. While they walk through, they will fill out an app to describe their own perspective and feelings toward each color. At the end of the exhibit, they will receive their own color-mapped identity. Color Connections: Beyond the Surface answers the question: how do visitors continue to stay engaged with their color identity once they leave the museum?
Art Direction
Concept Development
Integration of AI
PROCESS
For this process, I started with a lot of brainstorming. Eventually, this led to the formation of the groups to the left. I expanded this to each have their logos, short phrases, and color descriptions. Next, I took it to Illustrator and put everything together.
PRODUCT
To gain more visitors at the exhibit, the OOH will target young adults who are aren’t sure where they fit in and are more reflective - encouraging them to visit the exhibit. Color Connections will target busy consumer areas where young adults are traveling to work or school and college campuses.
After they complete the exhibit, visitors will be assigned their color identity and be placed into one of four groups; The Radiants, The Grounded, The Currents, or The Prismatics.
Within each group, visitors unlock access to their group’s exclusive club headquarters. These spaces offer visitors unique activities to participate in, a third space outside of home and work, and the chance to connect with people of similar values. Each club also gives visitors the chance to further reflect past the exhibit, unlocking more observations into their color identity and how this shapes who they are as a person.
A visitor-favorite feature, there is merchandise available (for purchase) for visitors to further show off who they are and their commitment to their club.
