Toko is a Rushcutters Bay design and branding studio that would belie its location if it wasn’t for its proximity to Sydney’s Surry Hills or Darlinghurst. It’s ability to collaborate with a global commercial and cultural audience gives the business a dimension that is out of reach for many. Perhaps the .nu in its domain name intends to spark interest; it certainly did at Dezomo.
The campaign for the Powerhouse’s International Lace Award dates back to 2011 when it ran an international exhibition that presented a collection of work from 134 finalists of the Powerhouse Museum International Lace Award. 130 works from 20 different countries were displayed each representing a provocative challenge to traditional concepts of lace. The works pushed lace techniques in surprising new directions – knitting human hair into sculptures of human organs, crocheting steel wire into a ghostly motor engine, carving lace patterns from the body of a rusty old truck.
As Toko’s website says: “The Museum’s need to challenge conventional notions of lace in order to attract new audiences was the key to a ‘revolutionary’ visual identity concept for this extra-ordinary exhibition.”
Reconsidering pre-conceived ideas about lace, Toko’s taglines for its ‘Lace Revolution’ marketing and identity concept embodied humour and a sense of enquiry into lines like; ‘Make Lace Not War’, ‘Not Just a Thread’, and ‘Open Work For Everyone!’ The execution of collateral was both bold and provocative.
The project scope included conceiving the campaign concept, branding, publication design,
environmental design, advertising and collateral.
Visit Toko for more information.