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New York NY: Lippincott Mercer is working with McDonald's to design new restaurant prototypes. The refreshed restaurant design is part of the company's high-impact reimaging campaign, an initiative to transform the experience inside and out. Among the changes: a reimagined exterior with architectural, sign and graphic enhancements that update the look of the classic "double-mansard" design, a deplasticized environment at the counter, and zoned seating configurations to create more variety and choice. On the status of the project, Peter Dixon, creative director at Lippincott Mercer, states, "McDonald's is currently testing the design at nine locations, with 20 more coming in the next few weeks" to evaluate whether it is feasible to implement.
Fun With Books
Minneapolis MN: HartungKemp designed the cover of Trudy, the recently-released children's book by Jessica Lee Anderson. "Book covers are fun to design," says Creative Director Stefan Hartung. "You have to capture the main message of a hundred-page-plus book and express it on a small canvas to create a strong shelf presence." The book is published by the non-profit Milkweed Editions.
Trash-Talking Generates 40,000 Calls
Philadelphia PA: Aaron Owens, AND 1's star street basketball endorser, received more than 40,000 calls on his cell phone as the result of an ad campaign by agency 160over90. Ads for the client, a $250 million basketball footwear and apparel brand, feature a raw and underproduced campaign that echoes the "mini-shrines" often found in the lockers and bedrooms of players. The initiative included a trash-talking series of ads in which ballers assert their skills on the court and dare readers to challenge them. ("You got a problem with it? Call A.O.") Agency officials say the idea grew out of brainstorming sessions with AND 1 street team players.
Sense of Flow Inspires
Main "Geisha" Title
Hollywood CA: yU + Co is responsible for the main-on-end title sequence for Sony Picture's "Memoirs of a Geisha," delivering a thought-provoking sequence that sums up the film with simple poignancy. The piece, explains Garson Yu, centers on the theme of water as representing the flow of life, echoed by typography that animates gracefully through the frame as if carried along by a languid stream. In a break with tradition, the main credits appear at the end to let the audience reflect on what they have seen in the "memoir."
Poulin + Morris Supersize Letters
New York NY: Poulin + Morris has completed a comprehensive graphic program for the new 60,000-square-foot Heimbold Visual Arts Center at Sarah Lawrence College. The program relies on large-scale stencil-cut letters in anodized aluminum. To full realize a functional and accessible program, observes principal Richard Poulin, an alpha-numeric room number system was introduced as the primary wayfinding device. The project has already been recognized by the American Institute of Architects for Design Excellence and "Green" Building Design.
HADW Pilots Complete Airline Identity
Seattle WA: Eos, an airline named after the Greek goddess of dawn, has received a comprehensive branding by Hornall Anderson Design Works. Underscore comprehensive. The project has run the gamut from company-vision planning to naming, logo (with a feather-like accent mark), stationery and documents, print collateral and web design, trade show graphics, press kits, airport gate signage, and interior and exterior plane graphics. Even elements such as throw pillows, flight attendant uniforms, headrests and the "sleep program" — luxury blankets, pillows and amenity kits — became part of the project. The airline specializes in transatlantic crossing for a limit of 48 passengers per flight, and is seeking to project a "premium aesthetic."
G2 Hosts Innovative Creative Expo
New York NY: G2 Worldwide, the brand development and design arm of Grey Worldwide, recently held a unique, week-long exhibition of its creative work at the Art Directors Club in New York City. The goal: to bring together agency- and client-side thought leaders and innovators in an artistic and creative atmosphere. Guests include clients from Absolut, Kmart, Pantone, Scotties, Topps, the Port Authority of NY and NJ and others, as well as key executives such as Ed Meyer, Grey's founder, chairman and ceo, and Tim Mellors, president and chief creative officer of Grey Worldwide North America, and senior executives from major trade associations. Speakers represented the likes of Absolut, Kmart and Pantone as well as Joe Celia, chairman and CEO of G2 Worldwide, and G2 New York President Jason Press.
Goodby, Grey DIrect combine for 'Faces'
San Jose CA: A new campaign for Adobe Creative Suite 2 designed by Goodby, Silverstein and Grey Direct turns the camera away from the product and showcases the faces of designers, art directors and advertising executives. These actual customers tell personal stories. A website component to "Faces of InDesign" includes interviews with design celebrities, free trials and e-seminars.