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WOLFF OLINS GIVES AOL A NEW LOOK, PERIOD
Wolffolins has unveiled AOL's new brand identity, following the company's spin-off from Time Warner to become a standalone firm. The new branding aims to signal AOL's transition from ailing access provider to 21st century media company. The design firm's solution: create hundreds of different backgrounds to sit behind the new mark in which the older, iconic AOL is rewritten Aol., complete with a period. So while the wordmark is consistent, the interchangeable imagery is supposed to keep the brand fresh and current in much the same way a media company's goal is to refresh its content.
FRAGRANCE PACKAGING CAPTURES CLASSIC FEMININITY
New York-based Beardwood&Co. was tapped to design packaging for a debut fragrance line from La Senza, a Canadian lingerie retailer. With five La Seduction products, including a fine fragrance, perfumed body lotion and massage oil, the project posed the "challenge of creating something fresh, unique and relevant," said Sarah Williams, Creative Director at the design studio. The team looked to La Senza's key brand equities: sexy, feminine, sophisticated and indulgent, to create a hand-drawn black lace pattern, reminiscent of sexy lace stockings and exotic flowers, enhanced by embossing and varnish techniques across the packages. The La Seduction cartouche became the center of a garter band cinching and wrapping the entire package. The result "is a perfect balance of classic femininity and sexy confidence," said Williams, who led the design with Beardwood Designer Alexandra Rubin and Brand Strategist Sadie Dyer.
EURO RSCG TAPPED TO UNASSIMILATE
Newcity, a free Chicago weekly that focuses on arts and entertainment, has launched a new print and outdoor campaign via Euro RSCG Chicago. The catchy Unassimilate campaign plays up Newcity's reputation as a free-thinking alternative press outlet, and encourages readers to stop being spoon-fed their information from homogenous media in favor of something smarter and unique. The print and poster ads feature arresting visuals of everyday people disconnecting from everyday activities, with taglines including "Reject the Herd Mentality" and "Emerge From the Ordinary." Euro RSCG Chicago's Chief Creative Officer Steffan Postaer led the project, along with Senior Art Director Matt Dimmer, Art Director Jason Tisser, Copywriter Regan Kline and Photographer Ross Feighery. Newcity is Chicago's only locally owned and operated cultural weekly.