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.

In 2012 Tate Modern completed the re-development of the oil tanks adjoining the Turbine hall. The three tanks were to become a unique setting for artists’ installations and performances, including dance, music, spoken word and film.

The Tanks became the world’s first gallery solely dedicated to live art.

To support this Tate asked us to create an idea, a mark and visual language to launch The Tanks.

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.