Society Of Graphic Designers Canada Design & Branding ANNUAL REPORT FOR THE SOCIETY OF GRAPHIC DESIGNERS OF CANADA 2009-2010 by FOUNDRY CREATIVE

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ANNUAL REPORT FOR THE SOCIETY OF GRAPHIC DESIGNERS OF CANADA 2009-2010

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Industry Consumer & Public services
Media Design & Branding
Market Canada
Agency FOUNDRY CREATIVE
Creative Director Zahra Al-Harazi
Illustrator Emmanuel Obayemi
Released January 2011

Credits & Description

Category: Medium Business - regional or national organisations
Advertiser: SOCIETY OF GRAPHIC DESIGNERS OF CANADA
Product/Service: SOCIETY OF GRAPHIC DESIGNERS OF CANADA
Agency: FOUNDRY CREATIVE
Date of First Appearance: Jan 6 2011
Entrant Company: FOUNDRY CREATIVE, Calgary, CANADA
Creative Director: Zahra Al-Harazi (Foundry Communications)
Designer & Illustrator: Kylie Henry (Foundry Communications)
Designer & Illustrator: Janice Wong (Foundry Communications)
Designer & Illustrator: Jake Lim (Foundry Communications)
Designer & Illustrator: Jon Jungwirth (Foundry Communications)
Illustrator: Emmanuel Obayemi (Foundry Communications)
Production Artist: Susan Zebedee (Foundry Communications)
Printer: (Blanchette Press)
Account Manager: Laura Gilpin (Foundry Communications)
Media placement: Annual Report - To The Society Of Graphic Designers Of Canada - 6 Jan 2011 - 28 Feb 2011

Describe the brief from the client
The Society of Graphic Designers of Canada (GDC) has been an advocate, voice, and resource for Canada’s graphic design community. As such, the Annual Report needed to give value to members and communicate the strength, growth, evolution, of the organization, as well as inform and inspire.

The Annual report needed to be centred on sustainability, in a way that was relevant to the graphic design profession both conceptually and aesthetically. It also needed to inspire dialogue amongst the Canadian chapters as well as represent Canada as a credible authority in an international market.

Describe the challenges and key objectives
To communicate sustainability within graphic design. The book needed to reflect this on all fronts. What we were saying was just as important as how we were saying it (thus the line on the cover ‘the message is the medium, the medium is the message’). This meant that the copy, illustration, flow and production of the book needed to be a cohesive voice, one that was both relatable to the reader and pushed the boundaries of what it means to be sustainable. We aimed to be engaging, challenging, and revolutionary.

Describe how you arrived at the final design
Each chapter has its own illustrative introduction that talks specifically about how it is sustainable, followed by the technical content. The entire book was printed on discarded make-readies folded together in a way that minimized trim to create a blank canvas, eliminating the need to use virginpaper and putting the make readies through the recycling process. The size of the book was dictated by the optimal pages to fit on the make readies on hand, the entire book was printed with just black and pantone 508, the string used is even off cuts from left over book binding spools.

Give some indication of how successful the outcome was in the market
The Annual went to market February of 2011 and since then the GDC phone has been ringing off the hook. The Annual has been recognized by the first two shows Foundry entered it into - AdRodeo winning 'best annual' 'craft design' 'craft printing' and 'best of show' as well as winning a OneShow pencil in New York last week. The Annual Report has been highlighted on the GDC website, along with a story from Foundry’s viewpoint. Foundry and the GDC have also received countless emails praising the innovative book, and the inspiring idea behind it.