Donald Lokuta
Plato's Cave – Segal's Studio
Donald Lokuta is a photographer, painter, teacher, and historian with a career spanning over forty years. He has authored and co-authored several books and has written many articles about photography. His own artwork is published widely and has been included in over 300 exhibitions. I created a design system for this exhibition and designed the marketing collateral.
goal
It was important for the Urban Arts Space to capitalize on having such a prolific artist exhibit in the gallery and increase the gallery patronage, but with a tight budget for marketing strategy our options for promotional materials was limited. We decided that with a strong visual system we could use a print marketing campaign to reach the arts community in Columbus.
Challenges
With so much of our marketing strategy relying on creating an engaging visual system we found a whole new set of challenges arising. The visual system needed to be bold and dynamic in order to engage the audience with static materials but with we with such a prolific artist we needed to be respectful of the work.
Solution
We decided to focus on Donald’s work and allow it to express itself to the audience. Each element of the marketing system became it's own piece of work displaying Donald's bold and high contrast style. We subtly wove in the Urban Arts Space brand by incorporating brand colors, elements, and type.
Conclusion
Our approach was a great success creating one of the largest increases in patronage during the exhibition and reception that the gallery had ever seen. Donald himself was in attendance and requested that our marketing materials be sent back to New York with him for display in his own gallery. Our Marketing system eventually made it's way to Donald's Exhibitions in New York, Paris, and Japan.
