CultureLab
A good, hard look at cultural stereotypes
CultureLab is an exciting exhibition exploring stereotypes by posing tongue-in-cheek questions around the issues of culture and identity at the Ulster Museum. The exhibition took playfully provocative jabs at both sides along the traditional divide, so it was important that the identity looked culturally neutral.
We leaned into the experimental lab aspect of the exhibition with a clinical look and used clean but finely detailed typography. A palette of pale greys worked with florescent yellow as an accent colour, which in terms of the colour wheel sits between orange and green. You can’t get more neutral than that.
The simple wordmark uses a customised Px Grotesk to enhance the typeface’s the curve and angle contrast.
We worked with exhibition designer Steven McNamara from studio Roji to create a flexible and low cost layered display system.
We used a series of raised mounted panels to highlight key statements and add texture with subtle drop shadows.
The brilliantly witty exhibition copy, written by Michael O'Neill, was also used in advertising and social.
The layered treatment was carried through with a simple lettering device that allowed key words to be highlighted. An isometric grid came into play at different scales throughout the exhibition and communications.
Thanks to Steven McNamara from studio Roji for the photos
