Yerba Buena Center for the Arts
YBCA+You Promotional campaign

At its core, art (and by extension YBCA) is the intersection of idea and audience. We are literally forwarding that audience—the YOU—in the form of these headshots.  

YBCA+You promotional campaign

But instead of forcing art on the people, we are instead celebrating the disparate reactions to YBCA's offerings, creating new "portraits" of the audience.

YBCA+You promotional campaign

It's not about the art, it's about the audience and their varied reactions—explosive, overloaded, joyful, enriched, confused, and more—hinting at the range of experience possible through YBCA and this program.

YBCA+You promotional campaign
YBCA+You promotional campaign
YBCA+You promotional campaign
YBCA+You promotional campaign
YBCA+You promotional campaign
YBCA+You promotional campaign

The problem: To recast the brand image of YBCA through the launch of the new "YBCA:You: program, which offered an "All-Access Art Pass" that would provide participants with intimate, social vehicles to engage with art, such a personal docent tours, exclusive VIP events with artists, and complimentary admission to various YBCA events.

With YBCA, we established key attributes, revealing that the campaign's tone should strike the balance between accessible and sophisticated in the manner for which YBCA is known. "Friendly hip, not hipster hip". The result inventively highlights an audience-centric ethos to capture people's attention and direct them to learn more about the program.

TESTIMONIAL
  • "I've waited 20 years for a campaign like this. This is [bleep]ing brilliant!"

  • Ken Foster, Executive Director of YBCA

  •  
  • "[The campaign] feels like a fresh direction for the museum...delightfully weird: an advertisement, but also a piece of public art in and of itself."

  • McFadden & Thorpe, designers and guest curators of Design Envy

  •  
  • "Strangely disturbing and provocative at the same time."

  • Clement Mok, AIGA 2013 Justified competition judge

  •  
  • "YBCA:You is a brash and brilliant in-your-face campaign that chooses to champion the people who come to see and experience the art."

  • Alina Wheeler, AIGA 2013 Justified competition judge

RECOGNITION
  • AIGA Design Envy

  • Core77 Design Awards overall winner

  • AIGA 2013 Justified Competition

  • Print Regional Design Annual

RELATED PROJECTS