Holiday 2025 Integrated Marketing Campaign

Designed a multi-channel campaign system connecting digital engagement with the onsite visitor experience, ensuring consistency across social media, environmental graphics, and in-gallery interactions.

Overview

The Art Gallery of Ontario required a cohesive campaign to unify its holiday programming across digital and physical touchpoints. The challenge was to create a system that could scale across platforms while maintaining clarity, consistency, and visual impact.

Problem

Holiday programming was communicated across multiple channels — social media, onsite signage, and promotional materials — resulting in fragmented messaging and an inconsistent visitor experience.

Users

First-time visitors discovering the AGO through social media
Members engaging with seasonal programming
Onsite visitors navigating exhibitions and events

Goals

Increase awareness of holiday programming
Create a cohesive experience across digital and physical environments
Improve clarity of messaging for a broad audience

Constraints

Multiple departments contributing content
Fixed exhibition and campaign timelines
Platform-specific design requirements
Physical production limitations for signage

Approach

Developed a flexible visual system that could adapt across digital, social, and environmental applications while maintaining a consistent visual language.

System Design

Visual System

Established a bold typographic hierarchy for clarity and consistency
Developed a high-contrast color framework to create visual cohesion across assets
Defined image treatments to unify campaign visuals

Content Structure

Created repeatable headline patterns and layout systems
Designed modular templates to support efficient production
Ensured consistency across messaging formats

Platform Adaptation

Optimized layouts for social formats (1:1, 4:5, 9:16)
Scaled system for environmental signage and large-format applications
Adapted visuals for digital displays and promotional materials

Experience Flow

User journey across touchpoints:

Discovery → Engagement → Visit → Onsite Experience

Social media introduces campaign and programming
Users engage with content and plan visits
Visitors arrive at the AGO
Signage and environmental graphics reinforce campaign identity and guide experience