BALTIC Centre for Contemporary Art

Taking art to the masses

‘Open Out’ is a multi-platform brand campaign for the BALTIC, who are disrupting traditional art to create an exhibition that crosses spaces, cultures and boundaries; all for accessibility and inclusion.


Photography: Colin Davison

In the past, art has had its place. In art galleries, exhibition spaces, institutions. There are many systemic issues with this – socio-economic barriers, accessibility issues, exclusivity. We are starting to see this change, organisations are thinking differently about how to reach wider audiences that don’t relate to the often traditional public spaces that have gone before.

Since March 2021, we have been working with BALTIC to create Open Out; a multi-platform campaign that has many cultural and community advantages. BALTIC wanted to create a platform of work that was open for all submissions, where artists, creatives and thinkers could share their art without barriers to exhibit. They selected 158 pieces from people across the region and exhibited in the building. We then created Open Out, a campaign that took the exhibition outdoors across Newcastle and Gateshead.

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

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

You can see the artworks on BALTIC’s website.

What we did: Campaign Identity, Print, Digital, Animation, Brand Assets.

Chun Chao Chio: A 82
Jill Tate: Unmoved
Jennine Wilson: Exhuming of the Budgie Bodies
Katarzyna Grzelak: The first Holy Communion
Chris Leedham: Tope
Steven Wood: Self Portrait
Image: Colin Davison
Hengameh Firoozi: Zangar

‘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

Next Project