Designing a graphic brand system to communicate the value of street art
Oslo Street Art Tours asked us to design a communication system and supporting campaign materials to help them promote their city tours. These tours take visitors through the streets of Oslo, exploring and highlighting essential sites of artistic interest. With sponsorship from the Norwegian Tourism Board and Oslo Kommune, the visual system needed to work across established print, digital and environmental advertising spaces.
To capture the sense of energy intrinsic to Norwegian street art, we designed a graphic identity that was vibrant in nature and would grab attention. The colour palette used neon colours to reflect paint pigment and juxtaposed layered photography with subtle textures. We then used confident, contemporary typography to communicate the key messages and drive engagement.
A broad range of campaign assets
The visual system resulted in a broad range of campaign assets, including print, digital and environmental materials. We produced posters and advertising boards of various sizes, each using a mixture of colours, images, and messages — these also extended to printed flyers and cards distributed across the city.
We designed a range of digital advertising content to reinforce the print campaign, including website banners and social media posts. Subtle animation cycles between key artworks helped build awareness of the artists and areas in question. These transitions also acted as a catalyst for subsequent campaigns, each centred around specific artists.
Digital assets to encourage dialogue
Following the successful roll-out of the print, digital and environmental advertising, we also developed international translations to help maximise the impact of each material. English and Norwegian versions were created as standard, encouraging online dialogue between groups and communities.
'The Oslo Street Art campaign was a wonderful project — it paired street art of great cultural significant with a not-for-profit group that was passionate about building and sharing their culture with the world.'
Creative Director, LBD Studio
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