Newcastle agency Sumo has been briefed to create the launch campaign for the new Hepworth Wakefield art gallery.
Sumo's outdoor advertising will run in Yorkshire and London in the lead up to the gallery's opening next spring.
And it will be backed by a digital marketing campaign which Sumo boss Jim Richardson said would "draw on the reaction that visitors have to the gallery".
The agency's advertising concept uses the distinctive shape of the new gallery - which has been designed by acclaimed architect David Chipperfield - in silhouette to create "an easily recognised symbol".
The gallery, based on Wakefield's waterfront, will feature a previously unseen collection of sculptures by Barbara Hepworth, who was born and brought up in Wakefield.