LET THERE BE DRAGONS by TBWA\Chiat\Day USA for Let There Be Dragons

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LET THERE BE DRAGONS

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency TBWA\Chiat\Day USA
Copywriter Rob Schwartz
Designer Jason Fryer
Released January 2012

Credits & Description

Category: Logo Design
Advertiser: LET THERE BE DRAGONS
Product/Service: CONTENT PRODUCTION STUDIO
Agency: TBWA\CHIAT\DAY
Executive Director Of Content: Jennifer Golub (Let There Be Dragons)
Content Coordinator: Senna Chen (Let There Be Dragons)
Lead Designer: Bory Chung (Tbwa\chiat\day)
Designer: Jason Fryer (Tbwa\chiat\day)
Copywriter: Rob Schwartz (Tbwa\chiat\day)
Media placement: Stationary - Throughout The Creative Community - 10 January 2012
Media placement: Business Cards - Throughout The Creative Community - 10 January 2012
Media placement: External communications/correspondence - Throughout the creative community - 10 January 2012

Describe the brief from the client
The brief was to create an identity that evoked the unique approach of the company. This company builds intellectual property that is co-owned and executed in partnership with the authors. These projects are all personal passion projects and employ all mediums including film, television, digital, books, games, etc. The act of stamping is empowering while creating unique executions.

Describe the challenges and key objectives
Let There Be Dragons is an independent content production studio. This is a start-up that is nimble and fiscally resourceful, drawing its inspiration from a pirate heritage of fearlessness, and invention "Unchartered territory" on ancient maps would be marked by a dragon.

Like a typical renegade start-up the budget was restricted, but constructively enforced the culture of D.I.Y.

Describe how you arrived at the final design
The idea was to be able to give everyone a sense of creative entrepreneurship at the same time repurpose what we already had in the office which was a lot of wasted paper. We embrace the imperfections as part of our spirit. Thus everyone received their own stamp kit so they can actively participate using different colored ink -pads with different card stock.

The materials employed are recycled and handmade embodying tactility, individuality and humility.

Give some indication of how successful the outcome was in the market
Creating business cards on demand created a sense of workmanship that also translated to the receiver. The act of stamping is empowering and participatory. By making one’s own cards, you are helping to create the company itself. Most business cards stay boxed and dormant, where here one responsibly creates only on an as needs basis.

The total budget for business cards for 6 employees came to $150 as well as a truly unique impression of the company. Each stamp set transcended the business card model and was more like a gift that was received with delight.