Enablis Design & Branding, Case study THE ENABLIS EFFECT by Cossette Montreal

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THE ENABLIS EFFECT

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Industry Charities, Foundations, Volunteers
Media Design & Branding, Case study
Market Canada
Agency Cossette Montreal
Creative Director Barbara Jacques
Designer Richard Bélanger
Released May 2013

Awards

Cannes Lions 2013
Design Lions Design Typography Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Design Typography
Advertiser: ENABLIS
Product/Service: NON-PROFIT ORGANISATION
Agency: COSSETTE Montreal, CANADA

Communication Director: Marine Baillie (Enablis)
Account Director: Jean Vachon (Cossette)
Retoucher: Jasmine Joly (Cossette)
Computer Graphics: Nathalie Boucher (Cossette)
Writer: David Purkis/Enablis (Cossette)
Designer: Richard Bélanger (Cossette)
Senior Art Director: Richard Bélanger (Cossette)
Creative Director: Barbara Jacques (Cossette)
Creative Chief Officer: Antoine Bécotte (Cossette)

Brief Explanation
FIRST CHALLENGE: THIS BROCHURE IS MEANT FOR A VARIETY OF SECTORS SUCH AS HIGH-LEVEL POLITICIANS, BUSINESS PEOPLE, AND FINANCIAL INSTITUTIONS. EACH SECTOR HAS ITS OWN PRIORITIES AND VIEWS ON THE MANY CHALLENGES FACING POORER COUNTRIES AND WILL HAVE A DIFFERENT LEVEL OF FAMILIARITY WITH THE ENABLIS ORGANIZATION. FOR SOME IT WILL BE A FIRST-TIME ENCOUNTER, WHILE FOR OTHERS IT WILL BE THE LAST NUDGE TOWARD INVOLVEMENT AND MEMBERSHIP.
SECOND CHALLENGE: IN A WORLD WITH SO MANY GOOD CAUSES AND TRAGEDIES, ENABLIS WANTS TO SHINE IN A BOLD, MODERN AND POSITIVE WAY, HOPING TO PERSUADE SUCCESSFUL ENTREPRENEURS TO GIVE BACK TO THEIR COMMUNITY.
THIRD CHALLENGE: DUE TO LIMITED FINANCIAL RESOURCES, THE BROCHURE MUST HAVE A LONG, USEFUL LIFE AND STAY PERTINENT OVER TIME.

Describe the brief from the client
ENABLIS IS A CANADIAN NON-PROFIT ORGANIZATION [?NPO?], founded by Charles Sirois, whose mission is to provide financial and professional support to entrepreneurs in West and South Africa and in Latin America through its member network. ENABLIS HAS PROVEN ITS IMPORTANCE IN AFRICA. IT IS NOW READY TO EXPAND INTO OTHER COUNTRIES AROUND THE GLOBE BY IMPLEMENTING A FRANCHISE SYSTEM OVERSEEN BY A FEDERATION OF GOVERNORS/MENTORS. THE MANDATE IS TO DESIGN A CORPORATE BROCHURE THAT WILL OFFER A COMPLETE OVERVIEW OF THIS NOT-FOR-PROFIT ORGANIZATION AND DESCRIBE ITS ORIGINS, METHODOLOGY, THE FEDERATION, FOUNDATION AND ITS POSITIVE IMPACT. THIS BROCHURE WILL BE A CALL TO CONCERNED PEOPLE TO JOIN ENABLIS IN SUPPORTING NEW ENTREPRENEURSHIP AS A MEANS TO DEFEAT POVERTY.


Design Process
WE WANTED TO CREATE A TONE THAT EVOKES PRIDE AND CONFIDENCE, NOT SORROW BUT OPTIMISM, AND TO HIGHLIGHT THE WORK OF ENABLIS AT THE LOCAL LEVEL. WE USED FULL-PAGE TEXTURED PORTRAITS AND QUOTES IN BOLD GRAPHICS, ALL IN A SATURATED COLOR PALETTE. TITLES AND GRAPHIC DEVICES WERE INSPIRED BY TRIBAL MARKINGS AND ICONS. WE ALSO WANTED TO CLEARLY ESTABLISH HOW A RELATIVELY SMALL INVESTMENT TO SUPPORT A NEW ENTREPRENEUR COULD BE BENEFICIAL NOT ONLY TO THE PERSON'S IMMEDIATE FAMILY BUT ALSO TO THE SURROUNDING COMMUNITY BY CREATING JOBS. WE NAMED THIS EFFECT "THE ENABLIS EFFECT" ALLUDING TO A RIPPLE EFFECT. THEREFORE, THE GRAPHICS PRESENTED IMPORTANT DATA AND KEY CONCEPTS IN A MANNER THAT SIMULATED A FLOW OF RIPPLES AND WAVES.


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