BY_PEREZ





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Exhibition Campaign→ By dawn’s early light

an exhibition campaign for the Nasher Museum of Art




During my summer internship at the Nasher Museum of Art, my final project was helping develop the promotional campaign for the new exhibition “By dawn’s early light.” I had full creative control as well as responsibility in creating the graphics, meeting with the show’s curator Xuxa Rodriguez, the curatorial team, and the exhibition designer. The final project consisted of street banners, GIFs, wall design, and printed material - all had to have a cohesive brand throughout. 



The ads and banners designs had to use the same layout since the museum campaign had to be a cohesive identity. I started to look at art magazines to get inspiration and overall research. I have been doing this throughout my internship and there was a point where everything that I visually consumed was art museum designs. I tried every layout that came to mind even if it’s a minor difference or a change in hierarchy. 



I was informed that the most important design in the museum campaign was the wall design since it is the first thing people see and sets the tone to the exhibition.  I had to do some research in order to start designing. I started with what “by dawns early light” comes from and what does it mean, the representation of America in contemporary art, researching the shows curator and their approach on visual culture. I had an idea of what the story of the exhibition could be - the dismantling of what does it mean to be an American and what does America stand for. The word dismantling was key for me and what inspired me to design.

Overall the wall design process was fun and one of the designs did get picked. I was so happy and not expecting it and I saw the design being installed in person! It was very surreal and I didn’t realize how big the wall was.




Working on the museum campaign was so surreal and actually seeing the wall design be a reality and actually being in the Nasher for everyone to see when they do into the exhibition - like are you serious? Overall this was a good final project because it was knowing the Nasher brand in and out, communicating with the other teams, taking in feedback, and finalizing the design files. The wall design and banners will be up on the Nasher until the month of May 2025.