LIGHTING CALENDAR by Tokyu Agency for LIGHTING TANAKA

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LIGHTING CALENDAR

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Japan
Agency Tokyu Agency
Designer Tatsuki Ikezawa Tokyu Agency
Photographer Sayuki Inoue
Released April 2009

Credits & Description

Category: Calendars
Advertiser: LIGHTING TANAKA
Product/Service: OFFICE LIGHTING
Agency: TOKYU AGENCY
Date of First Appearance: Apr 15 2009 12:00AM
Entrant Company: TOKYU AGENCY, Tokyo, JAPAN
Creative Director: Tatsuki Ikezawa (Tokyu Agency)
Art Director: Tatsuki Ikezawa (Tokyu Agency)
Copywriter: Tatsuki Ikezawa (Tokyu Agency)
Designer: Tatsuki Ikezawa (Tokyu Agency)
Photographer: Sayuki Inoue (Snappin'buddha)
Media placement: Direct Mailing And Handing - 100 Mailings Distributed To Small Businesses - 15 April 2009

Describe the challenges and key objectives
Key object is clients and business partners recognise Lighting TANAKA's corporate identity and associated it with unique ideas and flexibility, which are the main values Lighting TANAKA stands for. I challenged to create new format of desktop-calendar, and symbolize Lighting image.

Describe the brief from the client
I was commissioned to produce the calendar for the year 2009 that one of our clients and partners, Lighting TANAKA, issued to their clients at the start of this year as a free give away in addition to their commercial products. Lighting TANAKA had two main requirements; on the one hand, it should be in desktop-format, and on the other hand, the calendar should symbolize Lighting TANAKA's corporate image.

Describe how you arrived at the final design
I designed the shape of the Numbers and the gate-leg. Moreover, I chose pale colours to design the front to make the Numbers glisten with the light. In contrast to the front, the back is black like a shadow. Additionally, when Lighting TANAKA's clients line the calendar up from January to December, the shadow seems to become longer gradually. In order to enhance my aforementioned creative points and to express the glitter of the lights, I over printed the white coloured dates with silver ink.

Give some indication of how successful the outcome was in the market
After having distributed this calendar to many clients before the start of 2009, the feedback received from Lighting TANAKA's clients shows that they immediately recognized Lighting TANAKA's corporate identity and associated it with unique ideas and flexibility, which are the main values Lighting TANAKA stands for. As a result, Lighting TANAKA created new business throughout this year and their calendar became a symbol of excellence in communication with clients.