Grafa Sdn Bhd: LESSONS IN RIDING

Credits & Description:

Advertiser: GRAFA SDN BHD
Agency: McCANN WORLDGROUP/McCANN ERICKSON MALAYSIA
Category: Advertising Typography
Typographer: Chang Chun Boon (McCann Worldgroup/McCann Erickson)
Designer: Chang Chun Boon (McCann Worldgroup/McCann Erickson)
Art Director: Jerome Ooi (McCann Worldgroup/McCann Erickson)
Print Producer: Jimmy Ong (McCann Worldgroup/McCann Erickson)
Deputy Chairman/Executive Creative Director: Szu-Hung Lee (McCann Worldgroup/McCann Erickson)
Deputy Chairman/Executive Creative Director: Ean-Hwa Huang (McCann Worldgroup/McCann Erickson )
Copywriter: John Dorairaj (McCann Worldgroup/McCann Erickson)

Brief Explanation
To welcome these guests and Grafa’s regulars, we produced ‘Lessons In Riding' —an entertaining series of posters that educated even the most seasoned cyclist, through:1) An introduction to the fixed gear bicycle 2) Cycling health benefits3) Cycling safety tips

Implementation
The design had to be a statement that stood out, yet complemented the aesthetics of Grafa’s interior. Through a design concept that paid tribute to the fixed gear bicycle itself; a classic minimalist design, assembled (or in our case, printed) by hand, we achieved just that.

Client Brief Or Objective
Grafa, a cycling lifestyle retail outlet and café based in Kuala Lumpur, is the place to be for fixed gear enthusiasts and the cycling community. While these patrons called it home, visitors with little knowledge of fixed gear bicycles or cycling basics likely felt otherwise. This had to change.