Wayfinding & promotional concept for the new Jerwood Gallery that's opening on Hastings seafront. The idea is based around the cladding found on the iconic net huts used by the fishing fleet:
Net huts –
Wayfinding –
The signs are a modular, expandable system that use the same wooden cladding as the net huts (pictured above). Information is applied in white, meaning readability is good as well as being authentic to the huts.
The amount of boards increases or decreases depending on the information needed. When placed by an elevator / stairs, the floor number is die-cut to provide instant recognition. The white walls ensure the number is easily visible.
It was important that the work represented the Jerwood's commitment to contemporary art, whilst paying respect to the sensitive and historic nature of the location. Using an element so integral to the local landscape aims to do this, whilst also giving the residents of Hastings a sense of ownership of the gallery / work.
Icon Set –
A simple, contemporary icon set to compliment the Jerwood's collection of 20th Century art. It also serves to contrast with the rough imperfections of the wooden signage.
Brochure –
Brochure advertising the new gallery. The overlapping cladding concept has been transferred from the boards to paper by staggering the edges of the pages. This has been re-inforced by placing a full-bleed image over the pages that gets darker with each ‘board’. Bright, coloured images of the area provide a contrast to the monochrome palette.
Invite –
An invitation for the grand opening ceremony. This takes the overlapping concept and pairs it with the icon system. I adapted the icons for the special event, dressing them up a little, as well as helping the party along with a wine bottle and glass. The invite combines both sets of symbols, with the drinks appearing from the bottom of the well–dressed icons.
Net huts –
Wayfinding –
The signs are a modular, expandable system that use the same wooden cladding as the net huts (pictured above). Information is applied in white, meaning readability is good as well as being authentic to the huts.
The amount of boards increases or decreases depending on the information needed. When placed by an elevator / stairs, the floor number is die-cut to provide instant recognition. The white walls ensure the number is easily visible.
It was important that the work represented the Jerwood's commitment to contemporary art, whilst paying respect to the sensitive and historic nature of the location. Using an element so integral to the local landscape aims to do this, whilst also giving the residents of Hastings a sense of ownership of the gallery / work.
Icon Set –
A simple, contemporary icon set to compliment the Jerwood's collection of 20th Century art. It also serves to contrast with the rough imperfections of the wooden signage.
Brochure –
Brochure advertising the new gallery. The overlapping cladding concept has been transferred from the boards to paper by staggering the edges of the pages. This has been re-inforced by placing a full-bleed image over the pages that gets darker with each ‘board’. Bright, coloured images of the area provide a contrast to the monochrome palette.
Invite –
An invitation for the grand opening ceremony. This takes the overlapping concept and pairs it with the icon system. I adapted the icons for the special event, dressing them up a little, as well as helping the party along with a wine bottle and glass. The invite combines both sets of symbols, with the drinks appearing from the bottom of the well–dressed icons.
