Context
Research has shown that locals to the National Portrait Gallery avoid making pop-in visits, such as a lunchbreak or after work.
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Approach
Using illustration to communicate that the NPG is much more than just a portrait gallery, with a rooftop bar, great food and resident/guest DJ sets.
Below shows the two different sides to the gallery. One that focuses on appreciating all of the artwork on show and the other which shows how the gallery transforms into a social space which enhances the experience by night. (images sourced from National Portrait Gallery website)
Taking inspiration from the unpopularly-popular Mr Bingo, I extended some of the portraits from the gallery in a playful way to illustrate the idea that there's more to the gallery.