VMFA Forbidden Exhibit

VMFA is Richmond’s premier fine arts museum. For its exclusive U.S. showing of over 100 artifacts from Beijing, China’s Forbidden City, we wanted to highlight the forbidden nature of the exhibit objects by showing glimpses of them through the letterforms. In addition, a modern interpretation of a traditional Chinese dragon weaving through the letterforms speaks to the exclusivity of the ancient city’s walls. The comprehensive marketing campaign included print, outdoor, TV, museum shop merchandise and a special-edition beer brewed by local Hardywood Park Craft Brewery.  :  This project was completed in collaboration with Spike Communications, Jamie Mahoney and Alice Blue.