'THE AWARDS GAME' by Chairman Ting Industries, Rethink for Applied Arts

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'THE AWARDS GAME'

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Industry Magazines
Media Design & Branding
Market Canada
Agency Chairman Ting Industries
Agency Rethink
Associate Creative Director Bob Simpson
Creative Director Chris Staples, Ian Grais Pinco, Jeff Harrison, Rob Tarry
Released October 2011

Credits & Description

Category: Illustration
Advertiser: APPLIED ARTS
Product/Service: APPLIED ARTS MAGAZINE VOL. 26, NO. 4
Agency: CHAIRMAN TING INDUSTRIES
Agency: RETHINK
Co-Founder/Creative: Carson Ting (Chairman Ting Industries)
Creative Director: Jeff Harrison (Rethink)
Creative Director: Ian Grais (Rethink)
Creative Director: Rob Tarry (Rethink)
Associate Creative Director: Bob Simpson (Rethink)
Production Artist: Jonathan Cesar (Rethink)
Print Producer: Kerry Bhangu (Rethink)
Account Services: Ailsa Brown (Rethink)
Account Services: Cameron Walker (Rethink)
Creative Director: Chris Staples (Rethink)
Media placement: Magazine Cover and Editorial - Newsstand & subscription - 1 October 2011

Describe the brief from the client
Create a series of custom illustrations to help bring the editorial piece, 'The Awards Game', to life with humour and playfulness.

Describe the challenges and key objectives
The main editorial piece called 'The Awards Game' is a cleverly designed board game that allows the reader to interact with the magazine in a fun and fresh way while learning tips. The fun and colourful illustration was critical to help engage the readers to follow along.

At one point, there were 2 Copywriters, 2 Designers and a Creative Director contributing to this editorial piece, and to accommodate to all the changes and revisions, I had to create a very modular illustration set to allow last minute changes and fast turnaround times.

Describe how you arrived at the final design
I wanted to find a new fresh illustration style to engage the reader. After playing around with various illustration styles - from classic realism to post modern - I finally arrived with a youthful, energetic and bold approach to make it more appealing.

I also drew over 150 custom illustrations that were created in pieces, to allow the designer to have maximum flexibility and control over the constantly changing layout design.

Give some indication of how successful the outcome was in the market
The editorial received considerable hype, and generated incredible interest to the target audiences.