Taking art to the masses

During the pandemic, we worked with BALTIC to create Open Out; a multi-platform campaign taking art to audiences, instead of expecting audiences to come to art. It was a platform where any artist could submit their work, without barriers/criteria/status/cost to exhibit. 158 pieces were selected from people across the region and exhibited in, and out, of the building. Open Out took the exhibition into unexpected, outdoor places across Newcastle and Gateshead.

We created an identifiable, flexible and contemporary brand that put the artwork at the forefront of the project; framing each piece, whilst sitting cohesively with the main BALTIC brand.

The campaign was visible across 13 locations; embedding public art where it belongs – in the community. A place that is accessible for all.

‘We approached Sail with the challenge of creating an identity for BALTIC Open Out; an outdoor campaign taking artworks across outdoor areas and travel networks in NewcastleGateshead. The campaign needed to fit with the existing BALTIC brand, but stand independently as an identifiable campaign, whilst not detracting from the artworks featured. Sail created an impactful yet identifiable campaign that allowed us to share the talent and creativity of the region in the public realm while BALTIC remained closed during the national lockdown. They have provided full campaign guidelines acting as a sub brand framework, artwork throughout the campaign, and become trusted design partners of the BALTIC.’

Louise Todd, Marketing Manager, BALTIC Centre for Contemporary Art