One of the central creative challenges with this project would seem to be the representation or communication of movement using mostly static media. How did you approach that?
Having worked with FACT since 2000 and overseeing a rebrand of the organisation in 2011, we were very familiar with the visual language and in particular, the gorgeous Nebuau Grotesk typeface designed by Stefan Gandl at Neubau Berlin. This meant we could get up and running very quickly with visual research and experiments.
Initially, our explorations involved depicting simple movements in a word marque. We pulled apart letterforms — working in black and white — creating some very graphic outputs,which, whilst appealing, didn't quite communicate the energy of the exhibition. As we added colour however, the characters came to life. We pared back our approach to working with single glyphs as we began to distort and warp them further, establishing a number of treatments before we arrived at two palettes: 'movements' and colour. It was then a case of combining each glyph with the right techniques and colours to achieve a bold visual language applicable to everything from invites to tote bags.
With each letter being so different, we treated each layout in a consistent manner, opting for a large Type Motion marque to sit proudly above each character. For advertising, we allowed some letters to bleed in front and behind the word marque, giving another level of depth to the compositions.