cmyplay

Pushing the boundaries of what an AV can be, at Etiket we decided to actualize the figurative expression of beginning a new chapter.

The Brand Union Johannesburg and Coley Porter Bell Cape Town have merged. As part of the publicity around this enormous development, we were tasked with creating an AV to be aired at the launch event. The problem we faced was figuring out how to bring the message home to The Brand Union and Coley Porter Bell employees, clients and to the industry as a whole.

How much more real can you get than a physical book, that is paged through, written in and burned? The process of designing, printing, collating, binding and filming the book seen in the AV (and three successive books detailing both companies and their previous work) was a visceral and time-sensitive experience. The hard work done by the team of 9 comes through very successfully in the end product – so much so that this very same AV has been used to market The Brand Union internationally.

As an introduction to fully-fledged WordPress design and coding from start to finish, I’m glad that I had the Etiket website to practice with. I managed to overcome a number of technical hurdles, not least of which was creating separate sections that are automatically updated according to how a post is categorized.

The design evolved as a reversal of the style of the Voluma.tv* site created by my colleague, Jaco van Der Walt. I set about using elements of the design and applied them to the 960 Grid System. The Grid System is incredibly useful as a framework for constructing layouts.

The work that I put in on this site has helped us win new work for a number of companies. It turns out that they’re all looking for similar solutions for their online presences.

This is the final product of the style experiment I went through over the past couple of weeks. Considering the corporate toning down of the image, I think it came out rather well and I’m looking forward to seeing it in print.