Tate Members was founded in 1958 with the specific aim of supporting the Tate galleries. In return, Members enjoy many benefits and upon joining receive a Membership pack. Tate required a new look for the pack in order to add value to the benefits of becoming a member.
What we did
Having been appointed to design the new pack, we looked at the full scope of Tate Members as a sub-brand and have since developed a coherent, consistent language. To make the offer more distinctive we chose to avoid the Tate’s existing colour palette, choosing instead to commission photography of people interacting with the art in all four of Tate galleries. To achieve consistency with the core Tate identity the photos were softened and blurred, whilst the colours were intensified for a flexible, evocative image style that distinguishes Tate Members collateral from material promoting other services at Tate.
How we did it
Tate Members is a charity, so whilst we identified the need for a more desirable Membership pack, we were also aware of the need to be cost effective. Warm grey was selected as the core colour, complementing the vibrant colours of the image style and suggesting the more serious, philanthropic benefits associated with membership. The pack – which came in at less than £2 per unit – is grey, bound by one of a series of colourful bellybands. Included in the pack is a Members handbook – printed on uncoated stock with images printed full colour on glossy stock – and a Membership card. There are four different bellyband and Membership card images, identifying the different membership schemes on offer.
The project effectively led to a reappraisal of the Tate Members sub-brand, with the development of a consistent visual identity and an exclusive feel that extends across a range of collateral, from stationery and print collateral to gallery signage and website.