BLADEWORKS FENCING POSTER by Rethink for Bladeworks Fencing

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Industry Culture, Leisure & Sport
Media Print, Magazine & Newspaper
Market Canada
Agency Rethink
Creative Director Chris Staples, Ian Grais Pinco
Designer Jeff Harrison
Producer Kerry Bhangu, Sheila Santa Barbara
Typographer Tony Di Spigna
Released April 2011

Awards

One Show 2012
One Show Design Craft / Typography in Design - Single Merit

Credits & Description

Category: Design Typography
Advertiser: BLADEWORKS FENCING SOCIETY
Product/Service: FENCING CLUB
Agency: RETHINK
Creative Director: Ian Grais (Rethink)
Creative Director: Chris Staples (Rethink)
Designer: Jeff Harrison (Rethink)
Writer: Keri Zierler (Rethink)
Producer: Kerry Bhangu (Rethink)
Producer: Sheila Santa Barbara (Rethink)
Studio Artist: Jonathon Cesar (Rethink)
Typographer: Tony Di Spigna
Account Services: Ailsa Brown (Rethink)
Printing Company: (Arkwel Industries)
Media placement: Poster - Store Front Windows And Wild Postings In City The Of Toronto - 21 March, 2011

Describe the brief from the client
The brief was to create an ad that could attract new clients to the sport through the benefit of fitness. The target was 21-35 males and females, mostly all unaware of the sport. The target is typically active and may be interested in trying something as an alternate to taking the typical spinning or aerobics class.

Describe the challenges and key objectives
The poster for Bladeworks Fencing Club was designed to show that fencing is a fun way to get fit for anyone.

Describe how you arrived at the final design
We used a traditional Spencerian script (a style which best matches the movement of the fencing sword) which was hand-lettered by world-renowned typographer Tony DiSpigna and laser-cut so that it appears the words were cut out of the paper Zorro-style by an extremely skilled swordsman. The paper was selected to best replicate the colour and pattern of a typical fencing outfit.

Give some indication of how successful the outcome was in the market
The posters were well-received by fencers and non-fencers alike. The client reported receiving a number of requests to give out copies of the unique posters.

The Print Ad titled BLADEWORKS FENCING POSTER was done by Rethink advertising agency for product: Bladeworks Fencing (brand: Bladeworks Fencing) in Canada. It was released in Apr 2011.