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Creating a campaign fit for an icon

Michael Jackson: On the wall, NPG
Brand identity | Brand campaign | Film & motion | Print design

We created an identity and multi-channel brand campaign for the National Portrait Gallery’s landmark exhibition exploring the untold story of Michael Jackson’s influence on contemporary art.

More project info

Designed to appeal to a diverse range of audiences, from lifelong Michael Jackson fans, to global art enthusiasts, the print, digital and social campaign takes its influences from the graphics, feel and style of Michael Jackson’s album and poster artworks and from the works of some of the leading names in contemporary art.
The campaign typographic lock up is a replication of the handwritten lettering used on the original album artwork for ‘Michael Jackson: Off the Wall’. This is then used alongside other subtle references from the design and typography of Michael Jackson’s album covers, which are then placed with a number of key artworks from the exhibition.
As well as creating the campaign for the exhibition, we worked alongside the Gallery’s Retail and Design teams to produce a range of exclusive fashion, accessories and prints inspired by the exhibition. We also produced the invitations for the exhibition launch and a tactical awareness piece for what would have been Michael Jackson’s 60th birthday.
Created in collaboration with:
Jody Clarke

Edit responded brilliantly to our brief, creating a campaign showcasing the contemporary art featured in the exhibition whilst being attractive to a diverse range of audiences.

Denise Vogelsang
Head of Communications at National Portrait Gallery