RESTRUCTIEF by They Amsterdam for LINGOTTO

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RESTRUCTIEF

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Industry Real Estate
Media Design & Branding
Market Netherlands
Agency They Amsterdam
Released September 2009

Credits & Description

Category: Books
Advertiser: LINGOTTO
Product/Service: REAL ESTATE DEVELOPMENT FIRM
Agency: THEY
Date of First Appearance: Sep 3 2009 12:00AM
Entrant Company: THEY, Amsterdam, THE NETHERLANDS
Media placement: Brandbook - During Opening Chewinggumballfactory Part D - 03-09-2009

Describe the challenges and key objectives
The challenge was to tell a story about the company's philosophy, without creating a show-off document that just bragged about what the company had achieved. Objective was not only to persuade the reader to do business with Lingotto, but let the reader truly engage with the brand and experience how Lingotto does business.

Describe the brief from the client
Lingotto is a Dutch real estate development firm with a clear vision: You should try to find a new use for an old building before you decide to break it down and build a new one. The firm needed a promotional book to communicate this philosophy to potential clients and local government.

Describe how you arrived at the final design
In the spirit of the company's philosophy to re-use old buildings, the brand book is made entirely from waste paper. The cover is made of misprinted juice and milk cartons, which means that each cover is unique. The pages are printed on the backs of old printer test sheets. The main topic of the book is reflected in the title as well: RESTRUCTIVE, a new word that was derived from two existing words REuse and ConSTRUCTIVE.

Give some indication of how successful the outcome was in the market
The book got its second print within half a year, caused by massive demand in the market. It was, and still is, used as an example by competing developers. We heard that one developer threw the book down on his desk and asked his staff: 'How are we going to catch up with these guys?'.