Bold + Simple: Playing with the big boys on a small budget

EXPO Chicago is an annual art fair that takes place at Navy Pier, showcasing artwork from and garnering sales for commercial galleries. For a small visual arts nonprofit at EXPO, it was essential to let people know the organization meant business.

From research and experience, I knew most galleries would represent themselves in the program book with ads featuring rich, colorful images of art and little to no text.

To ensure Hyde Park Art Center stood out, I chose a clean, colorful, text-only design on a white background and simple, provocative copy to convey that the organization is confident and bold enough to play with the big boys — because in many ways, it’s actually bigger.

Full page print ad placed for Hyde Park Art Center in the 2012 EXPO Chicago guide.

Full page print ad placed for Hyde Park Art Center in the 2012 EXPO Chicago guide.

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