WHO BUT A MOLE, TO HELP US THROUGH? by Carré Noir for DIRIF (DIRECTION INTERDEPARTEMENTALE DES ROUTES ILE-DE-FRANCE)

WHO BUT A MOLE, TO HELP US THROUGH?

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market France
Agency Carré Noir
Creative Director David Hausman
Illustrator Wilfrid Huguenin-Virchaux
Released October 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: DIRIF (DIRECTION INTERDÉPARTEMENTALE DES ROUTES ILE-DE-FRANCE)
Product/Service: TUNNEL RENOVATION
Agency: CARRÉ NOIR
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: CARRÉ NOIR, Suresnes, FRANCE
Account Manager: Véronique TOUAHRI (Carré Noir)
Creative Director: David HAUSMAN (Carré Noir)
Design: Diane VIDAL (Carré Noir)
Design: Cécile YELO (Carré Noir)
Illustrator: Wilfrid HUGUENIN-VIRCHAUX
Media placement: Visual Identituy - Signage, Print, Internet - 1 October 2009

Describe the challenges and key objectives
Branding the operation in a way that will: A. promote the safety facts involved, B. help ease the pain of the public that must cope with the constraints the operation brings to everyday life.

Describe the brief from the client
22 tunnels of France’s the Ile-de-France region need to be renovated, as a safety upgrading operation, in record time. The operation calls for a name and a visual identity to accompany all forms of communication, about and during the work.

Describe how you arrived at the final design
The name clearly states the facts; Ile-de-France Tunnels under renovation. The logo, a tunnel shaped design showing multiple synchronised expertises, in a process, carried out day and night. The orange color, a well-recognised construction color-code that legitimises the brand. The orange bar, with an adjustable width, compiles the brand and partners’ logos into a brand block signature, providing a branding impact and placement for the baseline; Security gets better, The mascot. To assist motorists and residents throughout the renovation period, a mascot, a mole named Tunnella, friendly touch that informs all residents and commuters concerned, with tips, solutions.

Give some indication of how successful the outcome was in the market
Things are working out as planed. With the help of Tunnella, via consistent and friendly branding in print, Internet and radio communications, and with a range of goodies, the renovation operation is advancing, efficiently in peace and tranquility.