Julyna Design & Branding JULYNA by Cossette Toronto


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Industry Against Cancer
Media Design & Branding
Market Canada
Agency Cossette Toronto
Creative Director Pete Breton, Dave Douglass
Art Director Angela Sung
Copywriter Rachel Abrams
Released September 2011

Credits & Description

Category: Posters
Advertiser: JULYNA
Product/Service: JULYNA
Creative Director: Dave Douglass (Cossette)
Creative Director: Pete Breton (Cossette)
Associate Creative Director/Design Lead: Tom Koukodimos (Cossette)
Art Director: Angela Sung (Cossette)
Copywriter: Rachel Abrams (Cossette)
Media Manager: Tim Beach (Cossette)
Founder/Spokesperson: Vanessa Willson (Julyna)
Media placement: Print - TOnight Newspaper & Metro Newspaper - July 21 2011 - July 29 2011
Media placement: Posters - Restobars, Gala Event - July 25 2011 - July 28 2011

Describe the brief from the client
Client wanted a series of posters to promote their first gala event for Julyna – a non-profit organisation that encourages women to style their hair 'down there' to help raise money and awareness in the fight against cervical cancer.

Describe the challenges and key objectives
Julyna was a new and virtually unknown programme. Twofold, personal grooming is a private matter. Julyna needed to bring creative personal grooming to a public stage and raise awareness of the event in an impactful way. And all without losing sight of this delicate issue.

Describe how you arrived at the final design
At its essence, Julyna is about creativity and design. Pursuing a typographic approach was a natural way to beautify this uncomfortable subject. An elegant, curly, typographic approach was taken. The posters were flesh-toned with minimal hints of the female form. Overall a sense of sophistication was combined with the poster's playful and cheeky headlines creating an impactful and provocative campaign.

Give some indication of how successful the outcome was in the market
In its first year, Julyna raised $55,000 in the fight against cervical cancer. Before the posters launched nearly 70% of gala event tickets remained unsold. In the days following their launch, the event sold out completely.