Cross Colours Design & Branding A VISUAL LANGAUGE by Cross Colours

Adsarchive » Design & Branding » Cross Colours » A VISUAL LANGAUGE


Pin to Collection
Add a note
Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market South Africa
Agency Cross Colours
Creative Director Joanina Pastoll
Copywriter Shane Geffen, Jacques Shalom Johannesburg
Designer Nicola Iuculano, Jan-Hendrik Labuschagne, Johann Rabie, Shona Danckwerts
Released January 2011

Credits & Description

Category: Consumer Services
Date of First Appearance: Jan 3 2011
Entrant Company: CROSS COLOURS, Johannesburg, SOUTH AFRICA
Entry URL:
Creative Director: Joanina Pastoll (Cross Colours)
Designer: Shona Danckwerts (Cross Colours)
Designer: Jan-Hendrik Labuschagne (Cross Colours)
Designer: Nicola Iuculano (Cross Colours)
Designer: Johann Rabie (Cross Colours)
Copywriter: Jacques Shalom (Cross Colours)
Copywriter: Shane Geffen (Cross Colours)
Media placement: Business Cards - Given To Clients - Jan 2011
Media placement: Letterhead - Given To Clients - Jan 2011
Media placement: Calendar - Given To Clients - Jan 2011
Media placement: Comp Slip - Given To Clients - Jan 2011
Media placement: Wrapping Paper - Given To Clients - Jan 2011
Media placement: Blog - Web - Jan 2011
Media placement: Logo - All Corporate Stationery - Jan 2011
Media placement: Reception Area - Reception - Jan 2011

Describe the brief from the client
Create a new corporate identity for Cross Colours that reflects the agency.

Describe the challenges and key objectives
As an advertising agency, we take ideas and translate them into beautiful work.
Every person working at Cross Colours adds their own colour and personality to the work we produce.
Our challenge was to translate this diverse company culture into a striking and unique visual system.

Describe how you arrived at the final design

Because of Cross Colours’ strong people ethos, we created a visual mark for each person.
Individuals selected sounds and colours to express themselves. We then constructed an installation that housed a speaker system. The selected sounds were played through this system causing vibrations, which in turn affected the selected colours on top of the speaker to create distinctive marks for everyone.

For our logo, we played the sound of employees collectively saying “Cross Colours” and added
various colours.

As a through the line agency, this mix of platforms represents our philosophy - that every piece of communication should leave its own unique mark.

Give some indication of how successful the outcome was in the market
Since the launch, the new CI has been well received by our clients and suppliers.
Internally our people have loved handing it out, and potential clients have commented on its unique approach and how different and appropriate it is for an advertising agency.
It also serves as an excellent ice breaker when making new contacts.