In a summer when the global spotlight was on London it was crucial to do 3 things to generate momentum behind the launch.

1. To create excitement and generate buzz around the opening of The Tanks.

2. To create a lasting and memorable design that would build anticipation and capture people’s imaginations.

3. To connect with a wider demographic than performance art typically would.

We used the recognisable concept of a festival, rather than a more traditional gallery opening, to invite people in and encourage them to take part.

Capturing the movement of performance artist ‘Tessa Hall’ we created a visual language that was to be used throughout the festival’s print, digital and moving image marketing.

A new identity was designed that evolved throughout the 15 weeks, changing every week, reflecting the ever-changing art within the space.

Throughout the 15 weeks of The Tanks festival we had over half a million people visit the new wing of Tate Modern with 94% of tickets selling out before the first day.