American Advertising Federation (AAF) Design & Branding MAKE IT NEW IDENTITY SYSTEM by BBDO New York


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Industry Advertising & Communication
Media Design & Branding
Market United States
Agency BBDO New York
Art Director Marcel Yunes
Copywriter Rick Williams
Released June 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Product/Service: AAF CONFERENCE
Date of First Appearance: Jun 4 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officers: David Lubars / Bill Bruce (BBDO New York)
Design Director: Craig Duffney (Designworks at BBDO)
Art Director: Marcel Yunes (BBDO New York)
Copywriter: Rick Williams (BBDO New York)
Designer / Typographer: David Diliberto (Designworks at BBDO)
Account Team: Jenna Carpenter (BBDO New York)
Media placement: Posters - Conference Gallery - 4 June 2009
Media placement: Posters - Online Gallery - 4 June 2009

Describe the challenges and key objectives
Working with an extremely limited budget, we conceived “Make It New” as an open forum for guest artists, writers, designers and photographers to creatively interpret their personal vision of what it means to push the creative envelope and “Make It New.” This called for a flexible, multifaceted graphic system of identity lockups and iconography that our partners could adopt for use into their own vision, while building a consistently linked brand campaign for the event.

Describe the brief from the client
The American Advertising Federation (AAF) protects and promotes the well-being of advertising. The organisation is a nationally coordinated grassroots network of advertisers, agencies, media companies, local advertising clubs, and college chapters. To promote the 2009 AAF Conference in Washington, D.C., we developed the “Make It New” theme, which was a call to action to innovate and create and to challenge our industry to deliver the next new big idea.

Describe how you arrived at the final design
An ever-changing identity system was designed to brand the event. The “Make It New” concept was voiced through promotional posters created by top industry creatives. A playful, engaging website introduced the conference theme and events.

Give some indication of how successful the outcome was in the market
Artists, writers, designers and photographers from all over the country lent their time and talents to produce dozens of original posters for “Make It New.” Select posters were hung on-site in a conference gallery, at the event space, in an online gallery, and in the D.C. area. The posters themselves were ideas – expressions of creative thought. And they challenged the hundreds of attendees and thousand of online visitors to remember what led them to advertising to begin with: the power of creativity.