“The approach was to support the Gallery’s overacting communications line ‘Let art surprise you’ – and in a literal context, we chose to do this using ‘surprising facts’ about the Gallery’s achievements, that tied together, events, exhibits, news, outreach and innovation.”
This was a project that would need to evolve over a three year period — From 2019 to 2021 — and required a strategic approach that would build upon the foundations already laid by NGS; at the same time show continuity; as well as a year-on-year development.
The starting point was “Let Art Surprise You” — creating that intrigue that goes beyond the institutional view of what art is and its role in society. In the view of NGS, art served to inspire. It was to bring the society together. It was not elitist, but accessible to all. This bold vision was translated, through the narrative, images as well a reflection on the activities of NGS during the three year period of our engagement.