Graphic Explanation in Advertisement by Tokyu Agency

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Graphic Explanation in Advertisement

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Industry Business equipment & services, Advertising & Communication
Media Design & Branding, Case study
Market Japan
Agency Tokyu Agency
Copywriter Hiroyuki Nishio
Released February 2011

Awards

London International Awards 2011
Design Use of Typography Silver

Credits & Description

Category: Design Typography
Advertiser: PIE INTERNATIONAL
Product/Service: GRAPHIC EXPLANATION IN ADVERTISEMENT(BOOK)
Agency: TOKYU AGENCY
Date of First Appearance: Jan 7 2011
Entrant Company: TOKYU AGENCY, Tokyo, JAPAN
Creative Director/Art Director: Tatsuki Ikezawa (Tokyu Agency)
Copywriter: Hiroyuki Nishio (Tokyu Agency)
Designer/Illustrator: Takemichi Chiba (Birdland)
Designer/Illustrator: Hiromi Fukui (Birdland)
Media placement: BOOK - Bookstore in JAPAN - 7 January 2011
Media placement: Posters - Bookstore in JAPAN - 15 January 2011
Media placement: Handbills - Bookstore in JAPAN - 15 January 2011

Describe the brief from the client
The publisher decided to publish a book
that collected cases with "Graphic Explanation" treated in advertisements, the public relations magazines, and the commodity catalogue for the designers, planners, marketers and art university students. The publisher commissioned to design the book's cover, the inside door, the poster and pamphlets to market the book's sale.

Describe the challenges and key objectives
To come up with a design for a "Graphic Explanation" book.

Describe how you arrived at the final design
The cover title of the book was expressed with typography, such as the graphic explanation imaging of the assembly figure of characters, to understand the illustration feature.
Likewise, an inside door that showed each category was produced with typography that illustrated the character. The poster and the pamphlet were produced based on the typography used in the book.

Give some indication of how successful the outcome was in the market
3,000 books were sold in Japan and foreign countries by the effect of the book, the poster, and the pamphlet. All books were sold out, and it was necessary to reprint.
There was also a request to sell the books in the design store of MoMA
from parties concerned in The Museum Modern Art (MoMA) who had seen the book, and the books went on sale there.