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.
Contact:
www.wolffolins.com/aol.php
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.
Contact:
www.beardwood.com
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.
Contact:
www.eurorscgchicago.com
