UK CANNES YOUNG LIONS COMPETITION 2022
Submitted to the Design category by Vanessa Nichele and Sam Johnson.
The competition brief challenged us to create a compelling brand identity to bring to life the All in Census campaign. The overall objective of the campaign was to galvanise the entire industry to take part in the survey.
We received great feedback from the judges, such as:
"Love the unexpected halftone approach and the different levels used to form the final patterns, I would really benefit seeing these fully animate, I bet they would look great."
"Really good work. The idea is great, original and interesting."
"Great concept and use of halftones, they add an interesting and relevant touch."
"Some good upfront strategic thinking, translating into a unique brand identity. Interesting and thought through idea."
"'Looking beyond the surface' is a nice idea and speaks to the brief effectively. The concept of halftone that encourages the viewer to 'take a closer look' is also a lovely connection and extension of this concept."
"This work proves an outstanding knowledge of the technique and use of printing and communication in print and public displays."
To help convey this message, we designed a unique brand identity that embraces diversity, and encourages the search for and discovery of issues our industry faces to make way for change.
To begin, we defined four areas that are key to a better workplace. Each word was designated a shape to illustrate its meaning. For the shape pattern, we utilised the halftone style – a print technique that uses limited colours and a unique assembly of circles to create images. Looking from a distance, the image can be seen as a whole, but taking a closer look, the colourful dots can be seen in detail, revealing their true identity. With every layer within the shape, we go deeper into the pattern and more of the true colours begin to show. This design technique perfectly conveys the meaning of the All In Census; exploring the whole, going deeper into the industry, looking beyond the surface and finding its true value. The shapes themselves make use of a uniquely vibrant colour palette that reflects the credibility and significance of the All In campaign.
