The Yerba Buena Center for the Arts (YBCA) brought Volume in to help reassert the esteemed museum as the Bay Area’s primary venue for showcasing diverse, cutting-edge contemporary art in a variety of disciplines, including visual art, performance, and film/video.
In our early meetings with the staff, a word that kept coming up in discussions to describe YBCA was “subversive,” and this became the rallying ethos for everything we created. This strategy dovetailed nicely with the need to separate YBCA from the other local art museums and organizations whose promotion primarily tended towards the more stately and reserved. The other challenge was to create a campaign and sensibility that did not feel too rarefied and could speak to new YBCA audiences in addition to their core one.
With this initiative, we re-established YBCA as the Bay Area lightning rod for the creative zeitgeist, even using YBCA’s history as one of the first champions of graffiti art to inform the main concept for the campaign.