Under the covers

I posted earlier about our 21^st annual report for BMO Financial Group. Twenty-one years is a very long time – I like to joke that I started working on these reports when I was 13 – but in all seriousness, it’s an incredible privilege. We’ve worked with so many talented individuals over the years to deliver this report. Every person, every step, every challenge and wrinkle, has contributed to what we are today.

Looking back, it’s fascinating to see how a brief scan of just the covers of these 21 reports reflect the leadership through the “eras.” It’s a bit like a BMO history lesson, albeit just two decades’ worth.

The Matt Barrett era is where our partnership began. The reports were creative, artistic and dramatically different year over year. Each reflected – as it should – the core message platform from which BMO was speaking in the given year. It was an era that saw many changes. BMO was growing and building: it acquired businesses, ventured into new geographic markets and launched its online banking capability. Closing out this era was the merger that didn’t happen and BMO’s strategic commitment to a global brand strategy.

The next era was under then-CEO Tony Comper. These covers were characterized by a distinctive yet businesslike white on which the core message is outlined: stewardship, governance, results, vision and commitment. The reports focused on how BMO was delivering shareholder value and articulated the strategic framework that would drive it. The oversized format shifted to standard 81/2 x 11. Paper went to uncoated and pages were added as the bank embraced transparency with even greater vigour. This was the era that introduced the unified BMO branding system to help leverage and strengthen the business assets of the organization within the financial services market.

BMO’s current President and CEO is Bill Downe. The reports take on a new face under his – and his team’s – direction. BMO’s ongoing passion for and commitment to the customer is palpable and undeniable – reflecting the clear vision and brand promise that has been embraced and is shaping the bank as it continues to expand its markets. Add a challenging point of view to lead a thoughtful and energized dialogue – it makes for a compelling creative challenge!

So often we tend to focus on the latest and greatest. Our world really is changing rapidly and it’s easy to be excited about new ideas and innovation. It’s in our nature to look forward and imagine, but there’s no denying the power in reflection. Where we’ve been gives us a sliver of insight into where we’re going – certainly enough to keep us curious about what awaits us.

Read more about the 2011 report on our site.

You can view the archived reports as well as the new 2011 report on BMO’s site.

Chalk talk

In a world where postsecondary education has become more digital and mobile by the day, there’s still something to be said for a chalkboard diagram and its ability to tell a big story quickly.

When developing the viewbook for Algonquin College we wanted to create a powerful visual that conveyed the breadth of programs and opportunities for potential students. With over 170 programs offered in three different locations, this was no simple task.

We engaged noted Toronto illustrator Ben Weeks to create an illustration that would tell the story of Algonquin College in a large, single image. Working on a specially painted wall at Westside Studio, Ben and his team magically brought the world of Algonquin alive in just a few short hours.

To record the event, we set up a camera, capturing the team at work. The resulting time-lapse video brings a complex story to life in a very simple yet compelling fashion. Take a look.

Algonquin College Timelapse Video

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Face to face

We’ve just wrapped up our 21st consecutive annual report for BMO Financial Group. Beyond being incredibly relieved at seeing another one of these enormous undertakings out the door, there’s a real feeling of pride around Ove, and I think at BMO as well. The great thing about this project – and no doubt a key reason for the longevity of our partnership – is how we challenge each other year after year to see where we can take it next.

We typically start with a review of current best practices in corporate reporting both in Canada and internationally. Then we get down to the interesting part: figuring out what aspects of the bank’s vision and strategy should be showcased this year – what messages need to be brought forward in the context of the current environment. These reports are, after all, reflecting a snapshot in time.

In the 2010 report, BMO did something very different by devoting the front pages of the report to a series of brief essays with a broader perspective on how their customers’ world had changed and where banks needed to change to keep pace. The 2011 report continues in this vein – not surprisingly, given the lingering economic problems around the globe. It explores four themes that the bank’s leadership feels will resonate with readers and reinforce BMO’s reputation as a bank with a thoughtful point of view. We’re looking forward to the dialogue this report triggers.

We all wanted the cover to immediately convey that this report makes a statement. And, in keeping with the bank’s customer-centric vision, it had to be people-focused. We explored a number of creative directions, but the one that hooked everyone early on was a big, close-up portrait illustrated in a pop art style.

It’s a pretty bold statement for a bank, and that’s exactly why BMO embraced it. The eye-catching image, the vividness of the colours, the wordless exclamation (which leads readers to interpret the meaning and become engaged) – it’s all on-strategy and on-brand for a bank that understands now is not the time to be low-key and corporate. By the same token, BMO loved our idea of creating four different covers to reflect the range of people who want answers in a time of change. Do you have a favourite?

Read more about this report on our site.

You can view the 2011 report in full and check out the interactive version on BMO’s site.

Understanding the Evolving Visual Consumer

This coming Tuesday (January 31) at 6:30 John Furneaux will be a featured panelist at the Design Exchange for a discussion on the transformation of how people experience and consume media. With every generation, media are experienced in different ways. We need to be aware of these changes and continuously find new and innovative ways to reach audiences.

For more information on the event and for tickets go to RGD Ontario’s web site at www.rgdontario.com

’Tis the season. ’Tis the place.

This year, home for the holidays is in the heart of downtown. Inspired by the vibrancy of life in the urban core, Ove’s Holidazzle campaign for Toronto Eaton Centre captures the brilliant, lively and modern sensibility that befits the Centre’s position as THE downtown destination and the heart of the holidays.

The multi-pronged campaign encompassed a wide range of applications from in-mall posters to digital screens to parade banners at Toronto’s Santa Claus Parade. The campaign theme also appeared prominently during the televised unveiling of the Swarovski Crystal Wish Tree – an annual tradition that signals the start of the city’s holiday season.

Over the past few years, Ove has been working closely with the Toronto Eaton Centre team to position the Centre as the hub of life in the heart of the city. The Holidazzle campaign builds on this message and reinforces the Centre’s place as the ultimate destination for those who live, work and shop downtown.

Awarding a different perspective

Congratulations to our newest designer, Pawel Rokicki, for recently winning Silver at the ADCC (Advertising & Design Club of Canada) 2011 Awards competition for students. His project was based around a Conference poster for ED AWARDS (fictional conference) based in Cologne, Germany. Well done Pawel.

The poster emphasizes Erik Spiekermann and his typeface FF Meta. The design utilizes a two colour overlapping scheme that at first is difficult to understand. However, looking through either one of the coloured glasses the attendee can read the poster in English or German. Creating one poster that communicates in two separate languages.

The posters came with glasses so you could choose whether you wanted to read it in English or in German

 

German Poster

English Poster

 

A renewed energy at Candu

We recently had the opportunity to work with Candu Energy on the repositioning of its brand, an opportunity that arose when Candu was acquired by SNC-Lavalin. These two forces coming together prompted the need to create a broader brand – one that would encompass the intellectual capital of Candu’s technology, along with SNC’s strong reputation for corporate vision backed by deep know-how.

The process of crafting a brand strategy and differentiated brand positioning took place on two fronts: First, a series of executive interviews, workshops and an in-depth review of the industry and competitive environment were conducted. In a parallel stream, we developed a manifestation of the “new” Candu Energy Inc. through a series of brand expressions – from brand identity to marketing communication materials. A number of design options were developed for consultation with the leadership team and various internal groups as part of an engagement process.

Ultimately, we arrived at a new strategic positioning – supported by the tagline “Powering Prosperity.” – which now positions Candu as an organization whose past as one of Canada’s technological leaders is celebrated while charting a bright future fuelled by renewed energy.

Something delicious is happening downtown

Shopping centre food courts are typically not the most inspired places to dine. Cadillac Fairview, owners of the landmark Toronto Eaton Centre, are out to change that – with a fresh approach to dining downtown in Canada’s most vibrant city.

As part of a $130 million revitalization initiative at the Toronto Eaton Centre, the Urban Eatery sets a new standard for quick service dining, one that features high-end finishes, real dishware and a commitment to sustainable practices. For downtowners and visitors alike, it’s an upscale food experience unrivalled amongst Canadian shopping centres.

We worked closely with the Toronto Eaton Centre’s team and marketing partners to develop the design and communications platform for this new concept eatery. From the name to its overall brand perception, the Urban Eatery brand conveys the spirit of a unique food experience that challenges conventional food court perceptions.

The brand is both upscale (reflecting the high level of service and interior design), as well as hip and urban (befitting its prominent place in the lively heart of the city).

The revolutionary nature of this dining concept is captured in the overarching theme: “Join the Urban Food Movement”, and supported by a dynamic series of graphics and messages, which have since been rolled out across a full range of print and digital channels, including billboards, interior signage, uniforms, streetcars, and promotional vehicles and events. Look for them around town. And stop by the Urban Eatery at Toronto Eaton Centre to experience a fresh new take on dining downtown.

Charity begins at Home Depot

Most of us know of The Home Depot as the go-to place for repair and home improvement tasks around our own homes. But did you know that the organization is also dedicated to helping build communities across Canada? The Home Depot Canada Foundation, the charitable arm of The Home Depot Canada, is a private, Canadian, charitable organization dedicated to developing affordable, sustainable housing and the creation of vibrant environmentally responsible communities for Canadians.

We recently worked with the Foundation to create its 2010 Annual Report with the goal of helping to spread the message about the Foundation’s activities among donors and charitable partners. The report serves to celebrate the Foundation’s 2010 accomplishments, to recognize and thank its donors, and to encourage involvement in the Foundation’s programs among its current supporters and prospective donors.

What we came up with was a simple, bold and cost effective solution. The report consists of one 38” long panel, and features a continuous line illustration by Rachael Ann Lindsey that highlights the many activities of the Foundation from coast to coast and the regions and communities that support or benefit from the Foundation’s good work.

The New Toronto Pearson Brand Takes Flight

Travellers flying in and out of Canada’s busiest airport will have recently noticed a new brand welcoming them on their visit. We’ve been working with the Greater Toronto Airports Authority (GTAA), operators of Toronto Pearson International Airport, on a rebranding of Toronto’s major airport.

At the heart of the rebranding strategy was the aim to establish Toronto Pearson as the region’s premier portal to the world. In the same way that Amsterdam and Singapore serve as major international hubs, Toronto Pearson is in a geographically ideal location to play a similar role within North America. The strategy for the rebrand centred on the idea of creating a radically different kind of travel experience: one where travellers are treated more like “guests” and the airport becomes not just a place to pass through, but an attractive destination in itself.

Our goal was to create a fresh, energetic brand that was focused entirely on the guest experience. For starters, the airport’s name was changed from Toronto Pearson International Airport to the shorter, friendlier “Toronto Pearson”. We created a logo featuring a series of converging lines arcing into the shape of a globe. This symbol represents not only global air travel and the meeting of people at Toronto Pearson, but look closely and the lines create a human figure that appears to be embracing the world and reaching outward.

Another prominent element of the new brand is the tagline: “For you. The world.”, which we developed to express the airport’s renewed focus on guests. We’re currently overseeing the new brand identity and its themes on a variety of applications from directional signage to vehicles. Look for signs of the new brand on your next trip to Toronto Pearson.