Discipline
Sector
Campaigns
What is a campaign? Unlike a single design artifact — say, a logo, or a book cover, or a website, or a product — a campaign is intended to be deployed over time, in one medium or many, as a process of sustained communication in which, ideally, the whole is more than the sum of its parts. Campaigns were once reserved for a limited number of well-funded advertisers. Today, the accessibility of diverse platforms, including everything from social media to word of mouth, means that every brand message is a potential campaign.
An effective campaign depends on a combination of discipline and imagination. Each element must first break through a cluttered media environment and then repay every second of attention it earns. Awareness is only the first step on a journey that can intrigue, provoke, or entertain, but must ultimately persuade. We believe a campaign is the ultimate test of a brand’s relevance, and the most decisive demonstration of its strength.
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Retrospective: Shakespeare in the Park
In 1954, impresario Joe Papp began a summer tradition of staging free outdoor performances of Shakespeare, inaugurating the Public Theater’s beloved Shakespeare in the Park festival. Pentagram partner Paula Scher, whose relationship with the Public spans four decades, has designed a new identity for the series for thirty consecutive summers. Each campaign is customized to the season’s theme, creating a highly visible graphic vocabulary for outdoor advertising, social media, and on-site signage.Retrospective: Shakespeare in the Park
In 1954, impresario Joe Papp began a summer tradition of staging free outdoor performances of Shakespeare, inaugurating the Public Theater’s beloved Shakespeare in the Park festival. Pentagram partner Paula Scher, whose relationship with the Public spans four decades, has designed a new identity for the series for thirty consecutive summers. Each campaign is customized to the season’s theme, creating a highly visible graphic vocabulary for outdoor advertising, social media, and on-site signage. -
It is beyond question that graphic design has a huge influence on social and political conditions. Design is a visual articulation of an inner will, an active and reactive force, both for good and bad. The question that really matters is in whose hands it resides.
Harry Pearce -
