The story behind the campaign
Challenge
A lot of people assume the most challenging part of this project was getting client approval for cropping the logo. But that part was actually fairly smooth, since it’s such a universal concept.
One of the most challenging aspects was just deciding on the final layouts. We ended up with a number of options for type arrangement and proportions, and when we circulated them internally everyone seemed to like something different. And then in the end we went back to the original purpose of the campaign, and decided the most simple and legible design...