Applied Arts Design & Branding 2011 DESIGN & PRINTING AWARDS ANNUAL MAGAZINE by Cossette Montreal

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Industry Magazines
Media Design & Branding
Market Canada
Agency Cossette Montreal
Creative Director Barbara Jacques
Art Director Richard Bélanger, Isabelle Allard
Released September 2011

Credits & Description

Category: Books
Advertiser: APPLIED ARTS
Co-Chief Creative Officer: Antoine Bécotte (Cossette)
Creative Director: Barbara Jacques (Cossette)
Art Director: Richard Bélanger (Cossette)
Art Director: Isabelle Allard (Cossette)
Media placement: Magazine - 2011 Design & Printing Awards Annual Magazine - August 2011 Issue

Describe the brief from the client
The editor of Applied Arts Magazine invited us to be the guest art director for their 2011 Design Awards & Printing Awards Annual, which included designing the cover and the editorial section of this special issue.

Describe the challenges and key objectives
Create a distinct, high-impact image for the issue - something that befits such a respected design awards annual - but also speaks to the target reader. We wanted to ensure the cover would be eye-catching on magazine racks and grab people’s attention. Inside the first section, we made the editorial stand out from the numerous ads that clutter the opening pages of the magazine.

Describe how you arrived at the final design
We hail from the school of restraint. At the outset, we eliminated everything but the layout grid. Then we chose 2 great fonts: Leitura and Twentieth Century - Futura’s evil twin. To highlight the typographic work, we removed all trace of colour. By breaking all the rules, we maximised our creative freedom while respecting the brand.

The cover of the magazine has been abstracted just enough to require your full attention to read it - something we knew would appeal to designers. It's an optical illusion that reveals the title of the Design & Printing Awards annual.

Give some indication of how successful the outcome was in the market
The redesign of the editorial section and cover of Applied Arts Magazine’s 2011 Design Awards & Printing Awards certainly got a lot of people talking in the industry - especially about the innovative type treatments. The majority of the feedback was enthusiastic and quite favourable, clearly reflected in above-average sales at the news stand.