ETH Zürich
An extract of everything for ETH Zurich
From bark beetles to 20,000 algae, from historical drugs to 1250 atlases - the holdings of ETH Zurich's Collections and Archives are as vast as they are diverse. A new exhibition space is bringing the facilities together; for a cross-archive cultural extract.
At extract, the name says it all: Each year, a curated distillation of objects from the collections and archives of ETH Zurich is exhibited in two rooms. For the first time, the focus won’t be on individual collections, but on interdisciplinary, socially relevant topics. We had the privilege of supporting the ETH library in developing their new concept. From the naming to the launch campaign.
The image inside the image
The new exhibition space is designed to be a window into the research topics of ETH Zurich, a 21st century Wunderkammer. We applied that metaphor to the visual concept, creating a template of two images inside each other to suggest a window into another world. The contrasting motifs are meant to catch your eye while underlining how diverse and interdisciplinary the exhibitions are. In each version, the background image represents a larger, open world, while the image on top depicts a closer detail – in other words, an extract of said world.
First the excitement, then the exhibition
The challenge was clear: Communication for the new exhibition space should look and feel unique, while fitting seamlessly into the ETH Zurich corporate design. We led the team through multiple naming rounds and designed a logo out of the winner extract. To promote the space before the first exhibition, we created a launch campaign around the name: A series of motifs and headlines taking the “from A to Z” phrase and adapting it to include the ‘E’ in extract and ETH. Then we applied this idea to all the channels: screens and posters at the university, prints in public transportation, flyers and social media templates, online banners and an online presence included in the ETH website.
The first extract exhibition opens in August 2023. We’re excited!
