Johanne Demers Design & Branding LA VITTORIA NEW YORK - PARIS by Lg2 Quebec

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Canada
Agency Lg2 Quebec
Creative Director Claude Auchu Designer
Copywriter Pierre Lussier
Released October 2011

Credits & Description

Category: Charities & Not For Profit
Founder of La Vittoria: Johanne Demers
Creative Director: Claude Auchu (Lg2boutique)
Artistic/Design Director: Serge Côté (Lg2boutique)
Artistic/Design Director: Maryse Verreault (Lg2boutique)
Copywriter: Pierre Lussier (Lg2)
Client Services: Marie-Claude Lacasse (Lg2)
Client Services: Mariève Lebrun (Lg2)
Computer Design Graphics: (Lg2fabrique)
Print Production: (Lg2fabrique)
Media placement: Logo - Application On Each Piece - 30-August-11 - 15 October-11
Media placement: Invitation - 75 Invitations Mailed - 30-August-11 - 1-October-11
Media placement: Book - Event - 15-October-11
Media placement: Apron - Event - 15-October-11
Media placement: Columns - Event - 15-October-11

Describe the brief from the client
Create the theme and branding of La Vittoria, a gastronomic dream evening that raised funds for the Marie-Vincent Foundation, a lifeline for children aged 12 and younger who have suffered abuse.

Describe the challenges and key objectives
Raise $250,000 through a benefit supper by inviting leading members of the Quebec business community, a target group that is very difficult to mobilize given the great demand on their time and the fact that they are solicited by every other organization.

Describe how you arrived at the final design
Capitalise on the seductive power of the two cities of the guest chefs, Daniel Boulud and Christophe Michalak: New York and Paris. The entire branding highlighted the distinct contrast between these two glamorous cities.
- The design transported us through this contrast: the black-stroke typeface, the geometric shapes as well as the black and yellow colours were a nod to the energetic and urban style of the Big Apple, while the antique rose combined with the intertwined serif typefaces instantly took us to the romantic City of Light.
- The applications further immersed attendees in the contrast.

Give some indication of how successful the outcome was in the market
Not only did we achieve our objective, we surpassed it by 10%, raising nearly $275,000.