16/12/2025
The J&T Banka Art Index Pop-Up is a biennial event held at unconventional locations across Prague. This year, the curatorial team decided to step away from the established identity of the J&T Art Index and develop a bespoke visual language tailored to the current theme, Reveal the Art. The campaign’s goal was to attract a broader audience to the short-term event while introducing successful contemporary artists to the general public.
The main visual motif — a yellow drapery veiling artworks — symbolized the act of revelation and was later physically unveiled during the Art Index Pop-Up exhibition. The visual style of the campaign was built upon the identity originally designed by Studio Side2, particularly the typography and color palette characteristic of J&T Art Index, which needed to be preserved.
The first phase of the campaign featured a series of documentary-style vlogs hosted by Petr Vančura, who visited the studios of selected exhibiting artists including Krištof Kintera, David Krňanský, Jan Kaláb, Josef Bolf, Romana Drdová, and Valentýna Janů. In the following stages, a CGI FOOH video was created, presenting the event’s exclusive location covered with yellow drapery. This was followed by an extended OOH campaign featuring both static and motion outputs, visually expanding the theme by covered artworks by Adam Štěch, Petr Dub, and Vladimír Houdek. The campaign’s concept was ultimately reflected in the exhibition design at Palác Bellevue as well as in an audio guide created by Petr Vančura.
Year:
2025
Work:
Art and creative direction, Campaign Identity
Client:
J&T Banka
Design & Art Direction:
Permanent Office
Collaboration:
, , , Side2 Studio
creativedirection artindex artindexpopup exhibitionidentity campaign campaignidentity
