Interactive Africa Design & Branding DIXIV COMPANY OF THE FUTURE by The Jupiter Drawing Room South Africa

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DIXIV COMPANY OF THE FUTURE

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Industry Shows, Events & Festivals
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Art Director Nicole Manovjolic
Copywriter Annabel Slingsby, Marcelle Du Plessis
Designer Mary Murray, Alex Hayn
Released February 2011

Credits & Description

Category: Consumer Services
Advertiser: INTERACTIVE AFRICA
Product/Service: DESIGN INDABA XIV
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Nov 1 2010
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Entry URL: http://www.dixiv.com
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa, Cape Town)
Creative Director-Design: Joanne Thomas (The Jupiter Drawing Room South Africa, Cape Town)
Copywriter: Annabel Slingsby (The Jupiter Drawing Room South Africa, Cape Town)
Designer: Alex Hayn (The Jupiter Drawing Room South Africa, Cape Town)
Art Director: Nicole Manovjolic (The Jupiter Drawing Room South Africa, Cape Town)
Copywriter: Marcelle du Plessis (The Jupiter Drawing Room South Africa, Cape Town)
Designer: Mary Murray (The Jupiter Drawing Room South Africa, Cape Town)
Digital Strategist: Dave McKay (The Jupiter Drawing Room South Africa)
Account Manager: Masha Roginsky (The Jupiter Drawing Room South Africa, Cape Town)
Production Manager: Debbie Sher (The Jupiter Drawing Room South Africa, Cape Town)
3D & TV Production: Wicked Pixels Team (Wicked Pixels)
Web Development: Gloo Digital (Gloo Digital Design)
Augmented Reality Developers: Pixel Project Team (Pixel Project)
Media placement: Product Design - all media - 1 November 2010
Media placement: TV - 3 Spots - DSTV - 18 December 2010
Media placement: Street Banners - DI Conference/DI Expo - 20 January 2011
Media placement: Press - Editorial - Mail & Guardian/Design Indaba Supplement - 18 February 2011
Media placement: Packaging - DI Conference/DI Expo - 24 February 2011
Media placement: Programme - DI Conference - 23 February 2011
Media placement: Speaker Intros - DI Conference - 23 February 2011
Media placement: Lanyards - DI Conference - 23 February 2011
Media placement: Expo Stand - DI Expo - 24 February 2011

Describe the brief from the client
To create a consistent identity for a national through-the-line campaign aimed at making consumers aware of the Design Indaba brand and its core belief that through creativity comes upliftment. We also had to take this identity through to the annual Design Indaba Conference and Expo.

Describe the challenges and key objectives
The concept we came up with, to bring the future to the present, provided us with our biggest challenge. Having created a fictitious company that sold fictitious products, we needed a look and feel for the collateral, advertising, design of the products and their packaging that felt modern but was simple and accessible. The identity had to be applied across all media and needed to appeal to both international design delegates and to the average consumer.

Describe how you arrived at the final design
We asked ourselves what design and consumer communication of the future would look like. We believed it would be simple, honest and straight to the point. Using simplistic, uncluttered, clean design, with explanatory copy and clear offerings, we created a cohesive identity that stretched across a broad spectrum of media and collateral.

Give some indication of how successful the outcome was in the market
It was the most talked about campaign Design Indaba’s ever run. Our consistent identity across a range of integrated communication, meant at any interaction point our message was instantly recognised. Conference sold out ahead of time. Hundreds of people visited our classifieds’ pages. Consumers phoned client, wanting to purchase fictional products. Expo visitors tweeted and blogged so enthusiastically, attendance tripled on day two. Our stand was accessible to 38000 people, and drew crowds. During the campaign period, website hits increased 207% compared with the same period the previous year. We achieved a 12% Expo visitor increase on last year’s figures.