The brochure was designed to represent and promote the final collaborative show of Kingston University’s Art & Design History and Practice Students, titled Mabel Butterfield: A Retrospective, documenting and curating the practices of obsessive hoarding and collecting, explored through the constructed fictional narrative of a hoarder named Mabel Butterfield, whose fictional identity had remained unrevealed to the visitors during the exhibition.
Prior to designing the visual identity, the group visited an antique shop in Kingston, where the random family photographs were browsed through and purchased. Analysing the material, we selected the images that best represented our fictional character. The manipulation of the images then lead to the selection and development of the main visual language for the exhibition, applied to the brochure and posters.
The design development of the brochure required an extensive research around 1960s aesthetics, selected to best embody the aesthetic of the concept. Additionally, layout refinements prior to the printing had to be made as well. The specific way of folding that was achieved in the end managed to evoke a sense of wonder and surprise within a reader without confusing them too much.
The visual identity of the exhibition received a positive feedback from visiting tutors and students.
details of the brochure
© 2022 Ivana Havadejová