exhibit creative direction
 

s in a poster, an exhibit's copy and imagery should be filtered down to their simplest forms. Saying what is needed in a most concise fashion stands the best chance of being understood by a passing audience. A simple approach also improves the message's speed of delivery and ability to be remembered. The exhibit's ability to utilize structural dimension and mechanical components is what distinguishes it from a poster.
Existing brand momentum and the specifics of an initiative's history also need consideration. Message elements that should be included could depend on their visibility in other promotions to date. Now the goal for simplicity is challenged because an entire history needs to be reviewed. Temptation to show all but the proverbial kitchen sink can become hard to resist.
Simplicity, dimension and history, all balanced to ensure a quick and most effective creative message? This is where the creative director lays everything out on a big surface to separate the wheat from the shaft. Usually in one sitting, an approach will be deciphered that makes discriminating use of an exhibit's mechanical potentials while satisfying the criteria for a powerful message.