TYPOGRAPHIC MAPS by Rapier for Yell

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TYPOGRAPHIC MAPS

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Industry Search Engines
Media Design & Branding
Market United Kingdom
Agency Rapier
Executive Creative Director Ed Morris
Creative Director Kevin Bratley
Art Director Charley Gray
Copywriter James Hobbs
Producer Mike Kerry
Released February 2011

Credits & Description

Category: Advertising Typography
Advertiser: YELL
Product/Service: SEARCH ENGINE
Agency: RAPIER
Date of First Appearance: Feb 28 2011
Entrant Company: RAPIER, London, UNITED KINGDOM
Executive Creative Director: Ed Morris (Rapier)
Head of Design: Dave Towers (Rapier)
Senior Copywriter: Bryn Attewell (Rapier)
Creative Director: Kevin Bratley (Rapier)
Copywriter: James Hobbs (Rapier)
Art Director: Charley Gray (Rapier)
Director Brand & Communications: David Parslow (Yell)
Producer: Mike Kerry (Rapier)
Screen Printer: Danny Flynn
Senior Account Director: Philipps Cripps (Rapier)
Media placement: 48 Sheet Posters - Nationwide, UK - 28.2.2001
Media placement: National Press - Nationwide, UK - 28.2.2011
Media placement: Transvisions - Nationwide, UK - 28.2.2011
Media placement: Canary Wharf Digital Screen - London - 28.2.2011
Media placement: Media Wall - Liverpool - 28.2.2011
Media placement: 6 Sheet Posters - Nationwide, UK - 28.2.2011
Media placement: Digital Banners - Nationwide, UK - 7.3.2011
Media placement: High Impact Outdoor - London/Birmingham/Manchester - 14.03.2011

Describe the brief from the client
Create reappraisal of the Yell brand, reposition Yell as relevant for today whilst aiming to create emotional engagement with the brand. We wanted to revive the brand’s latent purpose of connecting the right people with the right local businesses and show how Yell does this in a variety of new ways through recent product developments. The ultimate goal was to increase usage of Yell products and services by attracting more committed users.

Describe the challenges and key objectives
People who need to find a local service currently default to Google. There is a perception that Yell’s products are out-dated or not relevant for today. We needed to showcase the exciting product developments and also remind people that if they are looking for something locally, Yell is the best place to start.

Describe how you arrived at the final design
We not only wanted the posters to reflect Yell’s unrivalled local knowledge in short, punchy headlines, we also wanted to do it visually. So we introduced a visual language based on local maps. For each execution we created a custom designed piece of typography which referenced Yell’s local knowledge within the design. Each master design was screen printed on textured paper and the space between the letterforms crafted to resemble a local map. The modular nature of the typography meant the ads could adapt to many different formats and spaces, including special builds, 6 sheets, transvisions and digital.

Give some indication of how successful the outcome was in the market
Mobile app downloads up 127%, searches up 41% and calls to the directory service up 35%.