#ZACHĘTAONLINE
Implementing a communication platform as a response to the workings of an art gallery during a pandemic.
As part of the #ZACHĘTAONLINE platform, we dealt with the strategy, creation and production of content as well as the management and development of the gallery's social media channels during the pandemic.
Due to the outbreak of the COVID-19 pandemic, the activities of the closed art gallery shifted to online channels and social media. We developed a social media communication strategy for this new reality. We also created the visual identity for the #ZACHĘTAONLINE platform. This included the making of content for communication on the social media and digital channels of Zachęta. We launched the YouTube channel and developed the gallery’s existing SoMe channels.
Scope of work:
- creating a visual identity of the communication platform
- strategy and creation of social media communication
- design & motion design
- production of social media and digital content
- copywriting
- support for social media channels
Links:
#ZACHĘTAONLINE is a response to the surprising course of current events around the world related to the outbreak of the COVID-19 pandemic. Due to the closing of Zachęta – the National Gallery of Art until further notice, its entire program has been moved online. We created the visual identification of the project, produced content for communication, handled social media communication and supported Zachęta strategically in planning activities related to its transferring activity to online platforms.
Visual Identity
The visual identity of the project is based on two strong colours: yellow and black, referring to the state of emergency, warning as well as a clear, powerful font – Neue Machina. The simplicity of the visual identity based on two main themes allowed us to build an extensive series of messages and maintain consistency when communicating about subsequent events, activities, and news which brought the gallery to the online sphere. We managed to build a stand-out visual narrative thanks to social media graphics as well as animated event programmes and covers.
When the gallery was closed, the #ZACHĘTAONLINE poster was symbolically hung at its entrance where you could also find stickers informing about the exhibitions moving to an online sphere.
Social Media Communication
Thanks to our actions, new kinds of content began to appear on the social media channels of Zachęta: lively content adapted to events and circumstances of the everyday reader who is often overwhelmed with different kinds of information on a daily basis.
#ZACHĘTAONLINE MAGAZINE
We also promoted the new art magazine #ZACHĘTAONLINE MAGAZINE.
The Zachęta gallery left its physical location, invited people to Zachęta, and in fact it went even deeper into itself, because it targeted the audience, showing its resources, staff and mission in a way that had been unavailable before. We started to exist in the present moment. Contextually, we traveled back in time to important moments. We were close to the events and we were always looking for the most up-to-date contexts for communication. Results? The follower count, outreach and engagement with the gallery online increased.
Credits:
Photos courtesy of Zachęta – National Gallery of Art