LES CHEMINS DE L'URBANITÉ by Euro Rscg Corporate (now Euro Rscg C&o), Havas Worldwide Paris for Nexity

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LES CHEMINS DE L'URBANITÉ

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Industry Consumer & Public services
Media Design & Branding
Market France
Agency Euro Rscg Corporate (now Euro Rscg C&o)
Creative Director Saulnier Sylvie
Agency Havas Worldwide Paris
Released March 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: NEXITY
Product/Service: ARCHITECTURAL CONCEPTS
Agency: EURO RSCG C&O
Date of First Appearance: Mar 1 2010
Entrant Company: EURO RSCG C&O, Suresnes, FRANCE
Creative Director/Publishing: Sylvie Saulnier (Euro RSCG C&O)
Publishing Director: Olivier Sere (Euro RSCG C&O)
Agency Account Manager: Nathalie Ridoux (Euro RSCG C&O)
Project Manager: Muriel Launay (Euro RSCG C&O)
Deputy Communication Director: Delphine Chandelle (Nexity)
Communication Manager: Sophie Breton (Nexity)
Media placement: First Issue: Living In The Sky - Distributed To Opinion Leaders - 1 March 2010
Media placement: Second Issue: Liberating Practices - Distributed To Opinion Leaders - 1 September 2010
Media placement: Third Issue: Long Live The River - Distributed To Opinion Leaders - 1 December 2010

Describe the brief from the client
Nexity, the leader in real estate promotion in France, is committed to the "Grand Paris" project with the objective of offering clear solutions to improve the city. In order to convey its vision and solutions to a wide range of opinion leaders, Nexity has asked the our agency to design and produce a collection of themed magazine issues. These must present the unique architectural concepts developed in partnership with the Atelier Castro Denissof Casi and must demonstrate Nexity's initiative in making improvements to the urban landscape. They must offer a specific instructional approach in order to take an active part in the Grand Paris debate, and show how populations in the Ile-de-France area will live in the future.

Describe the challenges and key objectives
-Stand out from other architecture magazines in order to ensure the smooth appropriation of new concepts and their benefits for the general public.
-Show the positions taken by Nexity in support of those living in urban areas
-Make these magazines unforgettable graphic design "objects".

Describe how you arrived at the final design

By using graphics and a design that complements the architectural concepts presented in each issue, we have created a new generation of press:
-Packaging in tubes of varying heights, the complete collection can be put together to build a 21st century city.
-A strong, distinctive sign which sums up the concept, right from the front cover
-Choice of a specific colour for each theme
-Construction of page layouts evoking relevant architectural designs: 3-D texts, column spacing which recalls towers, text boxes like built-in facilities, etc.
-Illustrations and clear titling which recall urban living codes (tags, no-entry signs)
-Text in the form of questions to incite the reader to think for himself

Give some indication of how successful the outcome was in the market
This communication has created value: the publication of these magazines has given rise to the launch of a new style residential tower block construction in the Paris suburbs and to the study of several projects. Appointments at the Elysée and the Mairie de Paris were also carried out to discuss the project, as well as in other local communities.