Art on the Underground

Jubilee Line Series collaboration

Brand positioning
Brand identity
Brand campaigns
Brand assets
Brand guidelines
Brand activation
Event branding
Exhibition graphics
Environmental graphics
Art direction
Tone of voice

Client

Art on the Underground provide a world class art programme for customers and staff across the London Underground network.

Brief

Transport for London were keen to strengthen the Tube’s links with the people it serves and engage positively with audiences; staff, customers and London's diverse communities. Rose has a wealth of knowledge and experience of working closely with artists around the world. So Art on the Underground asked Rose to collaborate with a host of world class artists, to help them realise and implement an ambitious programme of high profile projects in key locations across the Jubilee Line.

Solution

Rose created the campaign identity for The Jubilee Line Series, along with the individual brand campaigns for each project, collaborating with Art on the Underground and artists Dryden Goodwin, John Gerrard, Nadia Bettega, Daria Martin, Matt Stokes and Goldsmiths MFA Art Writing students. Rose also helped the individual artists to develop and reveal their artworks across a range of media, formats, channels and unique sites within the TfL estate. We designed the campaigns promoting each artist project across OOH, print, digital and merchandise opportunities, to communicate and connect with customers travelling daily on London Underground.

Results

The projects attracted considerable media attention across national press, online and television, and increased active social media and PR campaigns. Rose won a host of major international creative awards for their work and collaborations on the Jubilee Line Series, including D&AD, The One Club in New York, and Best in Show at the Benchmarks Awards.

Dryden Goodwin – Linear

Matt Stokes – The Stratford Gaff

Nadia Bettega – Threads

John Gerrard – Oil Stick Work

Daria Martin – Underground Dream Survey

Artists: Dryden Goodwin, John Gerrard, Nadia Bettega, Daria Martin, Matt Stokes, Richard Long, Goldsmiths MFA Writing students
Commissioner: Art on the Underground
Installation photography: Thierry Bal, Daisy Hutchison, Benedict Johnson
All artworks © Art on the Underground

Art on the Underground

Jubilee Line Series collaboration

Client

Brief

Dryden Goodwin – Linear

Matt Stokes – The Stratford Gaff

Nadia Bettega – Threads

John Gerrard – Oil Stick Work

Daria Martin – Underground Dream Survey

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Art on the Underground

Art on the Underground