THE TYPOGRAPHY POSTER by PDV DESIGN for AZULCOM LILAS

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THE TYPOGRAPHY POSTER

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Industry Beauty Salons & Cosmetic Services
Media Design & Branding
Market Brazil
Agency PDV DESIGN
Copywriter Alexandre Level, Aline Chamon
Typographer Frederico Gontijo, Doralice Costa, Marina Rocha
Released January 2010

Credits & Description

Category: Posters
Advertiser: AZUL COM LILÁS
Product/Service: BEAUTY SALON
Agency: PDV DESIGN
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: PDV DESIGN, Belo Horizonte, BRAZIL
Chief Creative Officer: Julio Alves (PDV Design)
Account Director: Euler Brandao (PDV Design)
Executive Creative Director: Alexandre Level (PDV Design)
Copywriter: Alexandre Level (PDV Design)
Copywriter: Aline Chamon (Pro Brasil Propaganda)
Art Director: Frederico Gontijo (Pro Brasil Propaganda)
Typographer: Frederico Gontijo (Pro Brasil Propaganda)
Account Manager: Mariane Medeiros (PDV Design)
Typographer: Marina Rocha
Typographer: Doralice Costa
Media placement: Posters - Vicinity Of Salon - 1 February 2010
Media placement: Flyers - Direct Mailing - 5 April 2010

Describe the challenges and key objectives
Present a new beauty salon using a limited production budget. A different, modern and innovative salon. And the communication should follow the same line.

Describe the brief from the client
Present a new beauty salon.

Describe how you arrived at the final design
No gorgeous women in sexy poses. No pictures of beautiful hair, as seen in 100% of shampoo ads. Two series of posters, where typography was the main character, were created to communicate this salon. In the first series, the capital letters worked as metaphors of our appearance. In the second, we looked for inspiration in calligraphy notebooks.

Give some indication of how successful the outcome was in the market
Posters placed in malls and stores in the same region of the salon, made the frequency rise around 37%. And what’s best, all women who went to the salon became faithful clients…