Anticolonial Ways of Seeing Exhibiton
"Anticolonial Ways of Seeing" marked the second phase of the International Curators Forum’s (ICF) Shifting the Centre project. This exhibition delved into the intersections of history, politics, and art through the lens of anticolonial thought and activism. It featured publications from Iniva’s (Institute of International Visual Arts) Stuart Hall Library, a visual arts organisation renowned for its extensive collection focused on artistic practices from Latin America, Africa, Asia, the Caribbean, and the diaspora, alongside materials drawn from Iniva’s archive. As the Communications Lead for the exhibition, I crafted and implemented a comprehensive campaign strategy, effectively managing and delivering content across various channels, including social media, the website, email newsletters, print and outdoor advertising.
Client
Branding, Marketing Communications Strategy, Campaign Management, Social Media Marketing, E-mail Marketing Newsletters, Content Creation, Website Management, Digital Marketing.
Year
2023-2024
Project Overview
Objective
As the Communications Lead, my role centred on delivering a campaign that expanded the audience beyond regular attendees, increased awareness of iniva’s work and artist collaborations, and open-ended conversations around anti-colonialism. The campaign also set out to boost interest in ICF’s activities, encourage exploration of archival materials, and drive attendance to the exhibition and its public programmes, which featured film screenings, talks, and reading groups.
Insights
Insights into the core audience showed a strong presence of young BIPOC artists and curators, who consistently engaged with iniva and ICF. While this group remained vital, the focus was on expanding to hybrid audiences—those at the intersection of artists, academics, professionals—and attracting new audiences beyond the community, to foster dialogue through shared histories and reaching individuals outside the art world, including those intrigued by black arts and histories.
Strategy
A comprehensive content calendar was created to harmonise copy, graphics, and timelines across iniva and ICF's channels, including the website, newsletters, social media, print, and email. Social media collaboration effectively promoted exhibition announcements, and cross-promotion with arts organisations and universities broadened audience reach. Managing event bookings for the opening night was crucial to ensuring strong audience engagement.
Branding Identity
I developed a creative brief and commissioned a designer in collaboration with ICF to create a cohesive visual identity artwork for the exhibition. The design was inspired by the curators’ vision, which included influences such as the bold colours and vintage and archival styles found in the works of Emory Douglas from the Black Panther Party. This direction effectively captured the themes of radical art and documentary style, reflecting the urgency and activism central to the exhibition's subject matter. By implementing these stylistic influences, the visual identity significantly enhanced the exhibition's representation, making it visually striking and engaging for audiences while reinforcing its core messages.
Website & Digital
I managed the website's day-to-day operations, focusing on building the exhibition event page and supporting programme pages, which included film screenings, talks, reading groups, and the exhibition launch event. This involved crafting website layouts, writing copy, and uploading essential content to each web page. Efforts were made to ensure seamless alignment between Iniva and ICF, effectively highlighting their partnership. Additionally, I promoted the events and exhibition on external platforms such as The Dots and Arts Events to maximise awareness and expand reach, ensuring a wider audience engaged with the programme.
Social Media
Social media served as a key platform for promoting the exhibition and the launch event, showcasing visually striking content and creative artwork. Promotional materials featured signature identity artwork that highlighted both the exhibition and its supporting programmes. Collaborative posts between ICF and Iniva enhanced visibility and engagement, with captivating photography from the exhibition providing followers with an insightful glimpse into the showcased works. The campaign went viral on Instagram, with top brands such as ID Magazine and UAL resharing the content on their platforms, generating significant excitement and encouraging audiences to explore the exhibition in person.
Email Newsletters
The exhibition served as a prominent promotional tool by being featured in Iniva's monthly newsletters, where it was highlighted alongside it’s supporting activities such as film screenings and reading groups. At the campaign's outset, the primary messaging centred around a "coming soon" announcement and an invitation to the exhibition's launch event generating anticipation and excitement. Additionally, private email invitations were sent to key individuals and press within the industry, further enhancing engagement. As the campaign progressed, the focus shifted to broader promotion of both the exhibition and its related programmes, ensuring ongoing interest and driving attendance throughout the exhibition's duration.
Content
Video content was employed not only as a promotional tool but also as a storytelling strategy that provided a deeper understanding of the exhibition's vision from the curator's perspective. This approach allowed audiences to connect with the themes and narratives of the exhibition on a more personal level. The videos served a dual purpose: they were integral during the exhibition period, enhancing visitor engagement, and also acted as archival content for future reference. This archival aspect enables the insights and creative intentions behind the exhibition to be revisited, fostering ongoing dialogue and reflection long after the exhibition has concluded.
Exhibition Opening
The exhibition launch event was a resounding success, with vibrant photography capturing not only the artwork but also the attendees and communities engaging with the installations. The event featured insightful talks and words from the curators, providing attendees with a deeper understanding of the exhibition's vision. Additionally, guests had the opportunity to meet Iniva and ICF’s staff, fostering networking and open dialogue among participants. This visual documentation not only celebrates the event but also served as a valuable promotional tool throughout the marketing campaign. By showcasing genuine moments of engagement, these images we leveraged in social media promotions, newsletters, and other communications, reinforcing the exhibition's impact and inviting broader participation in the events and programme.
Outcome
The campaign achieved significant milestones, successfully expanding Iniva's and ICF's audience reach while promoting the exhibition "Anticolonial Ways of Seeing" and its supporting programmes. The strategic use of a comprehensive content calendar, engaging social media collaborations, targeted email campaigns, and compelling visual storytelling all contributed to heightened awareness and interest. The launch event exceeded expectations, with attendance surpassing 100 guests—double the initial target of 50—making it Iniva and ICF's most attended exhibition to date. This remarkable turnout underscored the effectiveness of the promotional strategies employed, fostering a vibrant community dialogue around anti-colonial themes and further solidifying the partnership's impact within the arts. The successful integration of diverse promotional tools and audience engagement methods positioned the exhibition as a pivotal moment in both organisations’ efforts to inspire collective learning and exploration.
Credits:
Graphic Design: : Reuxn Yao
Imagery: Shifting the Centre: Anticolonial Ways of Seeing (2023), courtesy ICF and iniva, images by Jemima Yong.
Exhibition Curator: Orsod Malik, Iniva