TheNewDowse art gallery re-opened in February after major works that have improved and expanded their exhibition spaces in their Lower Hutt building.

I’ve really enjoyed their re-launch campaign, featuring a blistering pink on posters and balloons. The slogan ‘TheNewDowse is the *!’ invites you to make up your own mind. Nice one!

I took a photo of this poster on the edge of Wellington’s central business district. Is this the first ever campaign that’s compatible with graffiti? (The graffiti is the black squiggle in the bottom right hand corner.) Perhaps not what TheNewDowse intended - but it doesn’t look out of place.

Pink is carried through to the new website, making for a consistent brand story. It’s a straight-forward site with simple navigation and appealing visual design - plenty of pics.

Focused on the decorative arts, the gallery seems to be seeking wider audiences with a programme including hip-hop, fashion and life-sized video games. Friends tell me their education programme and activities for the nippers are great, too.

This entry was posted on Sunday, April 29th, 2007 at 9:43 am and is filed under Marketing, New in the sector, Your stories, Building audiences. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.