Postcards from the Edge
Concept design of exhibition with supporting print and digital elements, including paper-based activities and signage.
Client: Home of the arts (HOTA) gold coast
Project: Martin Edge Children’s Gallery
Exhibition Branding
Creative concepting for the initial brand elements behind the gallery itself. This included the options for exhibition names, lockups, colour palettes, logo (primary and secondary) and other various elements for brand rollout.
The logo lends itself to the Gold Coast signage of the 60s and set the playful tone for the space, sitting against a building skyline backdrop in the foyer, inviting visitors to stop in and check it out. The colourways and hand drawn elements were created in conjunction with Martin and reference shapes or elements from his archived works.
Brand elements clockwise: Lockups (primary and secondary), typography, hand drawn elements, colour palette swatches and breakdowns.
Brand elements clockwise: Bricks and stone elements, approved cloud variations, Martin hero character and sun options, mixed buildings.
Elements of the ‘Postcards from The Edge’ brand sitting on the HOTA website in a range of sizes.
The Concept
This project involved concepting a space loosely based around the playfullness and tones of Martin Edge’s work. The concept brought to life a larger than life scene, whereby you could live in the land of Martin’s images.
You could head to the beach, where portholes in the large sandcastle revealed trasures. You could visit ‘HOTA Collects’ a shop full of Martin’s favourite trinkets. You could visit Martin’s shop and use the custom cash register, or grab some postcards and colour them in, write and post them off to Martin in the custom-made post box.
Concepts were hand drawn in procreate, then edited in illustrator and presented in a slides doc for presentation to Martin.
All elements of the exhibition were drawn and then mocked up on elevations of each wall, which were provided by the architect, Kerrie Campbell (OP Designs).
Wall elements were exported and supplied to architect (Kerrie Campbell - OP Designs) for mockups in Sketchup for team walkthrough.
Wall elements were exported and supplied to architect (Kerrie Campbell - OP Designs) for mockups in Sketchup for team walkthrough.
Production
Working closely with creative agency Kingswood Creative and their contractors to ensure that all elements of the exhibition came together from concept to final. Exporting concept shapes to line art for the CNC router and troubleshooting was vital to the success of these elements.
Kingswood production workshop CNC router in use, working on the title signage for Postcards of the Edge.
Stu from Diversified Machining in Murwillumbah, piecing together the front signage, ready for install by the Kingswood crew.
Kingswood fab team prep the HOTA collects structure ready for paint.
Post office structure bogged and sanded ready for paint at Kingswood HQ.
Kingswood face cut The TV frame for foam profiling. This TV frame was used to house a standard flat screen TV that looped a video animation of Martin.
The post shop is built custom by Kinsgwood, prepped and ready for paint.
Kingswood applying the finish coat to the Post box prior to decals.
Print Material
Creation of clear and accessible signage and decals throughout the exhibition, as well as paper-based activities to encourage interaction and engagement.
White decal vinyl, in the Apercu family was used throughout the HOTA gallery for legibility and accessability.
Activity signage and prop decals were created in popping full colour CMYK to entice interaction and engagement.
Paper based activities included postcards that you could post to Martin and snow globes to showcase in the HOTA Collects display.
Martin standing proud in front of his Artist statement and piece created for the gallery.
Gallery Opening
Images of the soft opening of Postcards from the Edge
A child posts Martin a postcard at the Edge Post.
Martin Edge sitting at the activities desk at HOTA for his gallery.
Families play on the steps and at the port holes of the sandcastle at Postcards from the Edge.
Martin - King of the castle.
Family using the cash register in the shop.
Martin standing proud with his hands on hops in front of his gallery and activity tables.
Dad and daughter stamp a postcard, ready to send to Martin.
Signage at the entry of the Children’s gallery at Home of the Arts (HOTA)
Wide angle shot of the room with noone inside.
Completed snowglobes on display at HOTA Collects
Ozzy with his snow globe that we created on our opening visit.
My son Ozzy and I enjoying drawing on the postcards and snowglobes on our first visit to the gallery.