Art on the Underground

Positioning art for everyone, everyday

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 commissions a programme of world class art for staff and customers of London Underground.

Brief

Transport for London wanted to strengthen the Tube’s links with the people it serves to increase visibility and recognition of Art on the Underground. They asked Rose to create a brand campaign to help Art on the Underground increase brand awareness and engage positively with customers, staff and the diverse communities of London, by drawing attention to the high profile projects, from world class artists, across the tube network.

Solution

Rose recognised the need to get the attention of public and staff to increase visibility and recognition of Art on the Underground – as a brand in its own right. Rose created an attention seeking brand campaign with the promise of ‘Art for everyone, every day’, to reveal the artworks and promote a selection of artist projects from the first 15 years of the programme, across various media, formats, channels and unique sites, to communicate and connect with staff and customers travelling daily on London Underground.

Result

By creating public awareness of Art on the Underground projects with the promise of ‘Art for everyone, every day’, Rose helped achieve greater brand recognition for Art on the Underground. The work has increased brand awareness and helped to improve station ambience, enhanced customer journeys and created positive public association with London Underground and TfL brands as a supporter of artists, and a major commissioner of contemporary art.

Art on the Underground

Positioning art for everyone, everyday

Client

Brief

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Additional Case Studies

Art on the Underground

Art on the Underground