The marketing materials for ‘The Japanese House’ combined our purposefully unobtrusive approach to the exhibition design with the distinctive character of the Barbican’s visual identity. The campaign included scrolling animations, billboards, a limited-edition poster and another series of posters to be installed along a 40-metre corridor. For it we replaced the more restrained exhibition typeface Optimo Plain we used for the exhibition with the bolder, rounder forms of the Barbican’s house typeface Futura. In various formats, we treated the images of the houses much as one would images of people, framing them like portraits. The result is a series of sensitively treated full-bleed images punctuated by the Barbican’s geometric typography, precisely applied according to house guidelines.