Art direction and concept generation to ‘Advertise, advertising’.
The brief for the Cannes Young Lions competition was ‘Advertise, advertising’ as a career choice to anyone and everyone. This included students, young people and career switchers. Our Creative Strategist and I had 2 days to create a brand identity and a tagline which was adaptable for use in a variety of applications. Together we created “[RE] define” a dynamic, inviting and exciting identity to showcase the breadth of opportunity and evolving nature of the advertising industry. Paired with a supporting tagline, both the brand and message became: ‘Redefine your potential’.
In order to create an identity that was recognisable, welcoming and accessible to all we paired bold typography with strong colour combinations and patterns. The prefix ‘RE’ becomes a graphical device across all communications, forming patterns, shapes and housing devices. These flexible mechanisms of language, allow for multiple avenues of conversation and objectives to be reached, whether speaking to school leavers looking for advice or reassuring career switchers that they have a place in the advertising industry.
