THE CIRCO UNIVERSE by Circo De Bakuza for Circo De Bakuza

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THE CIRCO UNIVERSE

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Canada
Agency Circo De Bakuza
Creative Director Julie Brassard
Copywriter Neil Frisby
Designer Patricia Tremblay, Richard Bélanger, Francis Desrosiers, Julia Modesti
Released December 2011

Credits & Description

Category: Self Promotion
Advertiser: CIRCO DE BAKUZA
Product/Service: CREATIVE AGENCY
Agency: CIRCO DE BAKUZA
Creative Director: Julie Brassard (Circo De Bakuza)
Copywriter: Neil Frisby (Circo De Bakuza)
Designer: Francis Desrosiers (Circo De Bakuza)
Designer: Richard Belanger (Circo De Bakuza)
Designer: Patricia Tremblay (Circo De Bakuza)
Designer: Julia Modesti (Circo De Bakuza)
Media placement: Business Cards - Distributed to existing & potential clients and collaborators - 1 Dec 2011
Media placement: Note Pads - Distributed to existing & potential clients and collaborators - 1 Dec 2011
Media placement: Mailing cards - Distributed to existing & potential clients and collaborators - 1 Dec 2011
Media placement: Envelops with stickers & stamps - Distributed to existing & potential clients and collaborators - 1 Dec 2011
Media placement: Pins - Distributed to existing & potential clients and collaborators - 1 Dec 2011

Describe the brief from the client

The client is a design and events agency. The goal of the project was to create a strong visual identity program that reflected the company’s brand values.

Describe the challenges and key objectives
The agency wanted to draw its clients into a distinct and vivid visual experience, within which they helped shape distinct conceptual universes. The main graphic challenge was figuring out how to create 2 distinct experiences within the same promotional tool. How could clients in the very different fields of fashion and sports be spoken to effectively with the same series of calling cards?

Describe how you arrived at the final design
The agency succeeded in creating 2 different visual and typographic experiences, with a visually striking fashion edge, by employing the following tools:
• By finding a way to make the words ‘Awake’ and ‘Dream’ live together in the same space
• By using a zipper to create a second level of interaction and meaning on each card
• By incorporating both lion and kitten visuals
• By including smiley emoticons on all stationery
• By inviting clients to contribute to the creation of a distinct universe, with the inclusion of the ‘Dream> doodle’ mechanism on each note pad

Give some indication of how successful the outcome was in the market
The visual identity campaign has been extremely successful in creating a positive response. Clients in all fields are delighted and surprised by the playful nature of the program, and the double meanings and hidden messages contained in it.