MUSEUM OF BIRMINGHAM
The focal points of this flexible identity system are heavily cropped, close up images of artworks from the museum’s collection. These images emphasize the intense, emotional qualities of the artworks on display in the museum,
in order to engage the audience on
a deeper, more emotional level.
These print advertisements feature heavily cropped images of facial expressions. They would be situated
in locations where the audience would be spending prolonged amounts of time (buses, elevators, train platforms, etc.). The audience would be almost forced to look at these images and establish an involuntary eye contact between the audience and the characters in the artwork, leading
to a stronger, more emotive connection between audience
Images featured on the website homepage are accompanied by
a line of copy relating to the emotion or action displayed in the artwork, allowing the audience to literally
‘read’ the emotion. A different artwork would be displayed on each refresh
of the page.