Brain Magazine Design & Branding ELECTRIFY INDIGO by J. Walter Thompson Shanghai

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Industry Magazines
Media Design & Branding
Market China
Agency J. Walter Thompson Shanghai
Executive Creative Director Elvis Chau, Yang Yeo
Creative Director Terence Leong
Art Director Simon Yu
Copywriter Salome Zhang
Designer Simon Yu
Photographer Szeling Chang From Shooting Gallery Shanghai
Illustrator Eric Duan, Lean Sun, Zhou Sha, Chao Zhang, Simon Yu, Will Zhu, Ruru Tang, Sean Tang
Released April 2011

Credits & Description

Category: Books
Product/Service: MAGAZINE
Date of First Appearance: Apr 1 2011
Entrant Company: JWT SHANGHAI, CHINA
Executive Creative Director: Yang Yeo/Elvis Chau (JWT Shanghai)
Creative Director: Terence Leong (JWT Shanghai)
Art Director: Zhang Chao/Simon Yu (JWT Shanghai)
Copywriter: Salome Zhang (JWT Shanghai)
Designer: Simon Yu (JWT Shanghai)
Print Production: Liza Law/Lulu Zhang, Isaac Xu (JWT Shanghai)
Photographer: Szeling Chang (Shooting Gallery Asia)
Illustrator: Zhang Chao/Simon Yu/Eric Duan/LeAn Sun/Ruru Tang/Sean Tang/Will Zhu/Zhou
Retouching: Tracy Dong (Wishing Well Shanghai)
Production House: Shooting Gallery Asia + Wishing Well Shanghai
Website Programmer: Eric Yu
Music Composer: Chris Zhou
Media placement: direct mailing - - - april 2011

Describe the brief from the client
Brain is Japan’s most-read art and design magazine. They appoint agencies from around the world to design their covers with different colour themes. Out brief was to design a cover using Indigo.

Describe the challenges and key objectives
So many great cover designs had been done before and we knew we had to push the boundaries. The objective was to create an extraordinary cover that’s beyond conventional design – one that people can spend more time with. We needed the reader to interact more with the indigo colour on the cover.

Describe how you arrived at the final design
We wanted the cover that can entertain the reader. We wanted the indigo colour to sing. We wanted it to dance and entertain the reader. The only way we can achieve it was to let the reader “Electrify Indigo”.

The cover shows people dressed in skintight indigo bodysuits stuck on electric cables. Next to it is a high-voltage generator with the words “electrify indigo” – an invitation to turn in the switch at

There, they’re treated to a feast of bizarre graphics and sounds that were generated by 10,000 volts of current through indigo.

Give some indication of how successful the outcome was in the market
It also became a much talked about cover in the advertising and design circle in China and Japan, appearing in numerous blogs and forums.