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Principle Lights Up Candle Collection
Baltimore MD/Cleveland OH/Quebec: French for 'pretty,' Jolie is the name of a new candle collection that is decorated with dainty, vintage-inspired patterns in saturated springtime hues. Think chinese paper lanterns, hummingbirds and pink pineapples. Package design, candle graphics and naming of the collection's four blends — Pop, Fly, Bloom and Glow — are the work of the design firm, Principle. Says Partner Jennifer Sukis, "Helping coin the names for this unique collection, we recommended punchy actions to help them stand apart from traditional floral and spice fragrances. Bright disk 'toppers' identify the fragrances and hold in the scent until burning. Candles are hand-poured in matching Pantone colors." The Principle partners — Ally Gerson, Pamela Zuccker, as well as Sukis — recently celebrated their first anniversary.
Organic Identity Defies Stereotypes
Boulder CO: To celebrate the introduction of Bliss Organic Ice Cream to Colorado supermarkets, the ice cream makers tapped TDA Advertising & Design to create a new identity for the brand. The logo, corporate identity and consumer packaging feature whimsical starburst and spoon designs and, say TDA officials, intentionally avoid the browns and greens that tend to characterize organic product graphics. Credits go to Creative Director Thomas Dooley and Designer/ Illustrator Alex Rice.
KG Shows Multiple Personalities for Adidas
San Francisco CA: Digital media firm EVB is responsible for a worldwide interactive campaign that demonstrates the versatility of adidas's new Kevin Garnett shoe through the metaphor of five personalities: Leader, Hero, Kid, Warrior and Comedian. Visitors to adidas.com/basketball arrive at a barren gym. A silhouette of Garnett suddenly appears, slams the door and invites the viewer to "Step Inside KG," where EVB has crafted five "worlds." In each, consumers are offered multiple viewing opportunities and see the shoe displayed at unique angles. They can select video scenes, listen to audio, watch outtakes, download video to a PSP, print posters, download wallpaper and enter a sweepstakes. Urban males from 12 to 17 are the target. At EVB, Jason Zada is creative director and Eddy Tofslie is art director.
SALT Helps Sprint Nextel Spinoff EMBARQ
Overland Park KS: Sprint Nextel's local communications company, which is set to separate from Sprint Nextel in the second quarter of 2006, has announced a new logo and name, Embarq. Responsibility for naming, brand strategy, positioning and identity design for the project has been handed to the San Francisco-based firm, SALT Branding. In the words of Paul Parkin, SALT's creative director, "The new name is a call to action." Embarq kicks off with $6 billion in revenue and 20,000 employees.
Subplot Keeps It Real for Biker Eyewear
Vancouver BC: Magazine advertising, print collateral, event graphics, catalogs and point-of-sale for Ryders Eyewear seeks to break out what Subplot Design principal Matthew Clark calls the "lazy category-cliché advertising of cool guys doing cool tricks under some scratchy type." In the integrated campaign, created by Subplot and shot by Vancouver's Waldy Marten, blood flows and mud spatters. Ryders Brand Manager, Stella Tinglin, says the look closely reflects "who this brand is all about... This brand is primarily about authenticity: authentic riders who want authentic products, not just trend brands." The campaign and its tagline, "Ride For Real," is based on the lengths to which authentic riders go in the sports they love.
Rule29 Makes Sure Mr. Cato Has 'It'
Geneva IL: Rule29 was the creative lead and designer for a playful promotional piece that demonstrates the Stoccato stochastic screening capabilities of client O'Neill Printing. The piece tells the memorable story of Mr. Cato (short for "Stoccato") as he searches the world for his "it." Justin Ahrens says that the process of creating Mr. Cato became a journey of discovery for the many collaborators, including Copywriter Terry Marks, MacDonald Photography and the ivgroup for music. Mr. Cato available to designers and print buyers.
BET Gets Younger With Rebranding 'Thing'
New York NY: To celebrate its 25th anniversary, the Black Entertainment Television network is rolling out a new design and rebranding, courtesy of UVPHACTORY. The project celebrates the richness of black culture with new on-air creative such as a network identification, logo animations, show promos, typography and a color palette. Remarks BET's creative services vice president, Ola Kudu, "As part of the repositioning of BET towards a younger demographic, we've recently introduced a new tagline, 'It's my thing.' This tagline reflects the ownership our audience takes in the network and, in return, our commitment to provide them with substantive programming that speaks to their lifestyles and to their passions." Design firm credits go to Principals Scott Sindorf and Damijan Saccio; CD Alexandre Moors; Associate CD Jason Ett and Designer Colin Hess. At BET, credits to Kudu, Design Director Wayne Lewis and Senior Broadcast Designer Sean Apparicio.
Westgroup AUDITIONS Actor-Comedian
New York NY: Actor and comedian Paul Rajeckas needed a marketing piece that communicated both sides of his work. In stepped WestGroup Creative to fill the bill. The result combines a press kit folder and a brochure, a departure from the standard folder kit in the industry. Says Art Director Chip Tolaney, "The format of the piece is unconventional in the way it opens and how the graphic and text work along the folds." Creative credits go to Tolaney, Creative Director Marvin Berk, Copywriter Noel Hayashi and Photographer Carol Rosegg.