Campaign Design, Layout Design
Art Fund:
Following a recent rebrand, Art Fund needed a campaign to introduce their new look — one that would honour the clarity of their refreshed identity while celebrating the art it was built to champion. 101 London developed the campaign concept: a series of posters for London’s Tube network, each showcasing a piece from one of the 240 galleries included in a National Art Pass subscription.
I was brought in to design the rollout, helping translate the refreshed brand into a system that felt open, bold, and immediate.
The approach was deliberately restrained. Artworks were given space to breathe — uncropped, unobstructed — allowing viewers to experience them as they would within a gallery. To integrate the newly designed National Art Pass, I recreated the card digitally and carefully positioned it within each layout, overlapping the artwork to create a subtle dialogue between object and image. Linework from the new logo was mirrored and offset, creating a sense of rhythm and connection across the designs.
Colour choices were drawn from Art Fund’s new palette, selected and tuned individually to complement the artworks and maintain visual harmony across the campaign.
The result was a system that didn’t just promote the National Art Pass — it respected the integrity of the artworks themselves, giving the audience a direct and unobstructed invitation into the world of British galleries.
Art Fund:
National Art Pass can_
Following a recent rebrand, Art Fund needed a campaign to introduce their new look — one that would honour the clarity of their refreshed identity while celebrating the art it was built to champion. 101 London developed the campaign concept: a series of posters for London’s Tube network, each showcasing a piece from one of the 240 galleries included in a National Art Pass subscription.
I was brought in to design the rollout, helping translate the refreshed brand into a system that felt open, bold, and immediate.
The approach was deliberately restrained. Artworks were given space to breathe — uncropped, unobstructed — allowing viewers to experience them as they would within a gallery. To integrate the newly designed National Art Pass, I recreated the card digitally and carefully positioned it within each layout, overlapping the artwork to create a subtle dialogue between object and image. Linework from the new logo was mirrored and offset, creating a sense of rhythm and connection across the designs.
Colour choices were drawn from Art Fund’s new palette, selected and tuned individually to complement the artworks and maintain visual harmony across the campaign.
The result was a system that didn’t just promote the National Art Pass — it respected the integrity of the artworks themselves, giving the audience a direct and unobstructed invitation into the world of British galleries.
