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PEARLFISHER FIRES UP ICE CREAM BRAND
Pearlfisher has created the brand identity for new Lebanese icecream brand Cornelli and for the 11 sub-brands under the Cornelli umbrella. Pearlfisher, the London-based design firm with a New York studio, was tasked with coming up with a branding that could break through to the Lebanese market, which has been dominated by consumer habit and loyalty. Comments Pearlfisher Creative Director Natalie Chung: "The bold yet elegant logotype of the Cornelli master brand is confident and proud of its ice cream roots, created to celebrate Italian flair and ice cream expertise." She says the identity carries a "passion, feeling and energy from the packaging right through to all brand delivery, signage and guidelines." Chung worked with Pearlfisher Creative Partner Jonathan Ford, Design Director Ian Firth, Strategic Planner Georgia Levison and Writer Sylvie Saunders on the project. The Lebanese distributor Transmed praised how fast the creative team understood and embodied Lebanese culture. The branding "personifies the Lebanese people—it's colorful, daring and very high quality," said Transmed President Fouad es Said, adding that the turnaround was less than 9 months from building the plant to branding and placing the first sku.
Design Firm Directs Documentary
GREEN BAY WI
From graphic design and advertising agency, Arketype, comes a full-length documentary that explores the life of noted folk artist Adolph Vandertie, dubbed the "Grand Duke of the Hobos." Arketype Co-principal and Creative Director Jim Rivett made his directing debut with Westbound, which he co-wrote and co-produced with film and video producer Shelly Young. Besides the full-length documentary, which has been described as a classic American story detailing Vandertie's journey from addiction to personal redemption, the team also produced a music CD to go along with it. Vandertie created more than 4,000 pieces of tramp art and hobo whimsies after being exposed to the craft of whittling while visiting hobo jungles during the Depression. His art served as a form of therapy for his struggles with addiction. Westbound premiered at the Nashville Film Festival last month.
Contact: www.arketypeinc.com, or for more on Westbound, see www.catchwestbound.com
YU+CO MAKES CENSUS CAMPAIGN COUNT
Design and visual effects studio yU+Co has unveiled a multifaceted campaign targeting every person in America; working under direction from agency DraftFCB New York, the 2010 Census campaign encompasses tv, print, outdoor and online—a media blitz that includes the work of 14 partner agencies produced in 28 different languages. "There was a very specific message that the US Census Bureau needed to communicate; encourage people to fill-in the form and mail it back," says yU+Co Creative Director Garson Yu. "The solution was a very direct message and execution that even a four-year-old child could understand." Through five 15-second TV spots, the census form comes to life in what look like paper cutouts, elements of the form get up and move across the blue and white landscape of the mailer. The shape of the census form is like an arrow, a theme used throughout the campaign to lead the viewer through the specific stories of the spots. Boxes, dots, punctuation marks and letters on the form become whatever the message dictates, from roads to schoolchildren to numbers counting down on a clock. yU+Co's CD Garson Yu and Executive Producer Carol Wong are credited with the design and visual effects for the project, including the print campaign, working with DraftFCB Executive Producer Kelly Fagan, SVP/Executive Creative Director Gary Resch and SVP/Creative Director Noah Davis, among others.
Glaad Logo Amplifies Message
NEW YORK NY
GLAAD, the Gay & Lesbian Alliance Against Defamation, has a new logo, designed pro-bono by global design and brand strategy firm Lippincott. The energetic visual identity is being featured prominently across GLAAD's programs and events as the group commemorates its 25th anniversary year. The refreshed look is part of an initiative to build awareness of GLAAD'S work to amplify the voice of lesbian, bisexual, gay and transgender people. The new ID is simple and clear; it plays off a recognized symbol for communication to represent the organization's programmatic work to empower people and allies to share their stories, hold the media accountable for the words and images they present and help grassroots organizations communicate effectively. The colors are intended to express diversity, energy and passion, while the shape and mark suggest movement, growth and momentum. "Our new brand identity represents GLAAD'S advocacy work to grow acceptance and understanding of our community through today's every-changing landscape," says GLAAD President Jarrett Barrios. Contact: www.lippincott.com
ECHO GOES SIMPLE FOR ECO-FRIENDLY THEME
LOS ANGELES CA
Ferroconcrete came up with a removable label for a new bottled water brand echo, with bottles made from 100% recycled plastic and in turn fully recyclable once you're done drinking. Seeking to blunt environmental critics of water bottles, the minimal package design, explains design firm Principle Yolanda Santosa, is clean, modern and environmentally responsible, as well as calming with its use of a cool blue and green color palette. The removable label was designed to save time and effort at the recycling plant; and in keeping with the green theme, the labels were printed in a carbon neutral, FSC Certified, 100% wind powered facility. "All of our thinking behind the design aims to reflect the spirit of the brand; keeping waste to an absolute minimum and proving that there is profound beauty in utter simplicity," says Santosa. Even the name of the brand, like the arrows in the logo and the packaging, emphasize how efficiently echo uses all of its resources. The new bottled water is available at, among other places, Whole Foods.
nailgun Graphics Larger Than Life
NEW YORK NY
Motion graphics and live action company nailgun super-sized its creativity for consumer electronics and home appliance giant LG, designing and animating "It's The Next Big Thing" website. Working with digital agency VML, the online component is part of the multifaced campaign for LG's line of large capacity home appliances for the UK market. The overall concept of the campaign imagines a literally larger than life world of giant-sized clothes drying in the environment. nailgun Creative Director Michael Waldron and Director of Production Erik van der Wilden led the project. Contact: www.nailgun.tv, or to see the "Next Big Thing" website, go to www.lge.com/uk/thenextbigthing/