Advance Design & Branding RIPPLES by Publicis Mojo Sydney


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Industry Shows, Events & Festivals
Media Design & Branding
Market Australia
Agency Publicis Mojo Sydney
Digital Creative Director Tim Buesing
Print Production Manager Oscar Birken
Released September 2011

Credits & Description

Category: Logo Design
Advertiser: ADVANCE
Product/Service: ADVANCE AWARDS
Creative Director/Art Director: Pim Van Nunen (Publicis Mojo)
Chief Creative Officer: Craig Davis (Publicis Mojo)
Motion Graphics Designer: Bianca Cheng
Digital Creative Director: Tim Buesing (Publicis Mojo)
Print Production Manager: Oscar Birken (Publicis Mojo)
Art Buyer: Alison Dunlop (Publicis Mojo)
Accounts Services: Bianca Howlett (Publicis Mojo)
Media placement: Logo - Stationery, Website, Trophies - 19/04/12 Ongoing

Describe the brief from the client
We were asked to develop a more ambitious brand strategy and corporate identity to reflect Advance’s vision of taking Australian thought, leadership and innovation to the world.
The brief was to contemporise, humanise and personalise the Advance community to make it feel more representative of these pioneering and progressive Australians, and to reflect a move away from being a network to a community of like-minded successful Australians doing great things around the world.

Describe the challenges and key objectives
The application of identity extended from the corporate logo, applied to paper and digital form, through to motion design, events, and the creation of a physical award to recognise the achievements of outstanding Australians abroad with the Advance Global Australian Awards held in April 2012.

An additional challenge arose from the need to disassociate Advance from clichéd, 'iconic' images of Australia (for example, kangaroos, emus, green and gold) in order to align the brand with a new design language and tone of voice.

Describe how you arrived at the final design
The design derives from the metaphor of the global impact of the Australian ex-pat community: the ripple, the wave, even the splash of a cannonball being fired into water. Every individual has their own unique impact, their own unique ripple. These collective patterns overlap and intersect to form a visual sense of community.

Give some indication of how successful the outcome was in the market
The new brand identity launched at the inaugural Advance Global Australian Awards and was celebrated in the Australian media and television print, online and radio.

6 extraordinary Australians have this identity sitting proudly on their desk in the form of an award: Saul Griffith, Founder and Principal Scientist at Other Lab, Adeeba Kamarulzaman, Professor Of Medicine and Infectious Diseases at the University Of Malaya, Tan Le, Founder and CEO Emotiv Lifesciences, Christian Behrenbruch, Co­Founder and CEO Imaginab, David Droga, Founder and Creative Chairman Droga5, Jane Sloane, Vice­President Of Development, Women’s World Banking and Jeremy Heimans, Co-Founder and CEO