The One Club: CREATIVE WEEK NEW YORK IDENTITY

Credits & Description:

Category: Logo Design
Advertiser: THE ONE CLUB
Product/Service: THE ONE CLUB
Agency: COLLINS:
Senior Designer: Matt Luckhurst (Collins:)
Creative Director: Leland Maschmeyer (Collins:)
Chief Creative Officer: Brian Collins (Collins:)
Media placement: Brand Identity - All Company-Branded Materials - May 9, 2012

Describe the brief from the client
The One Club wanted to position New York as the creative capital of the world. To that end, it started Creative Week to serve as a rally point for all creative professionals across the globe: poets, musicians, painters, designers, dancers, actors, etc. The event organisers asked us to create the brand identity for the event.

Describe the challenges and key objectives
Objective: develop an identity that:
1. Captures the creative spirit of New York.
2. Connects the event to The One Club.
3. Is embraced by the creative community.
Audience: Creative professionals.

Describe how you arrived at the final design
Unlike any other U.S. city, New York City thrives on the bold, visual cacophony it provides. The mad collision of billboards, street signs, speeding taxi tops, shop banners, sale signs, wild postings (the commercial lingua franca of Manhattan) covers every block here. Our identity seeks to communicate this idea: that this week is the mad collision of New York and creativity. To do this we used the typeface DIN and jagged geometric forms: the same gestures as The One Club’s identity. This helped maintain visual consistency while still giving the Creative Week identity its own personality.

Give some indication of how successful the outcome was in the market
Graphis magazine named it one of the top 100 designs of 2011. Print magazine featured it in its design annual and the Type Directors Club of New York awarded it ‘Excellence in Typography’ and exhibited it in its TDC 58 show.