Friday Late Rebrand
Refreshing the identity of V&A Friday Late; London’s original contemporary late night event.
V&A
Friday Lates
Campaign Strategy / Creative Direction / Brand Design
Since its inception in 1852, the V&A has been one of the world’s leading art and design museums. The Friday Late programme was introduced by the V&A to provide an accessible and inclusive space for artists and the public to come together and experience art outside of institutional constraints. Wanting to connect with a younger, more diverse audience whilst elevating the profile of the programme, the V&A approached paq to refresh their Friday Lates brand identity.
Purpose
The aim was to create a distinctly futureproof identity that welcomed people to something new within an established institution. To accommodate the V&A’s vast marketing offering, the identity needed to be adaptable and suitable for print, web and digital formats.
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Our team explored the duality of Friday as an entry point to the weekend and exit from the five-day working week. In that moment of entering and exiting, we find relief and release, an exhale to unwind. This distinction and duality was the focus of our brand refresh. People needed to know what time it was once they saw the refreshed identity.
Authenticity
As such, we found inspiration in one of the oldest time telling methods - sundials. V&A’s Friday Late was the first "Late" of its kind in London and we wanted to dynamically capture the feeling of being pioneers among many. We accomplished this by incorporating the essence of shadow projections with italic and animated typography to create a brand identity that constantly changes depending on the time of day.
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The flexible letterforms alongside the considered yet vibrant colour palette were used to create an inclusive and accessible design identity. Sending a message that V&A Friday Lates is for everyone no matter your demographic, background or age.
Quality
Working closely with the V&A team, we developed this new design identity to cohesively fit print, web, and digital; from out-of-home to social media promotional material. The fluidity of our identity provided a timeless framework that stands out amongst competitors whilst complimenting the breadth of artists platformed - including the likes of Solange Knowles.
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The new identity has become one of the V&A’s most recognisable assets, assimilating into London’s wider art community via tote bags and OOH campaigns. Ever evolving and always on.
