World Creativity & Innovation: WCIW BRANDING

Credits & Description:

Advertiser: WORLD CREATIVITY AND INNOVATION
Agency: ZULU ALPHA KILO
Category: Cosmetics & Beauty, Toiletries & Pharmacy
Studio Artist: Keeley O'Hara (Zulu Alpha Kilo)
Designer: Mooren Bofill (Zulu Alpha Kilo)
Clients: Linda Salna
Strategic Planner: Shari Walczak (Zulu Alpha Kilo)
Creative Director: Zak Mroueh (Zulu Alpha Kilo)
Agency Print Producer: Kari Macknight Dearborn (Zulu Alpha Kilo)
Account Director: Sherryl Woodward (Zulu Alpha Kilo)

Outcome
Various graphic interpretations result from trying to solve this puzzle and create a rich visual platform for the brand: from linear patterns, to countless colour blocking combinations and shape explorations. In the logo, the identity connects all nine dots by subtly spelling out WCIW. The result is a rich visual platform of patterns, geometry, and an expansive colour palette that create a canvass where fun and creativity come to play.

Client Brief Or Objective
Launched more than a decade ago, World Creativity and Innovation Week (April 15-21) celebrates the idea that each person has the ability to act creatively or develop novel ideas no matter what their profession or "natural talent".

Implementation
The identity created for WCIW is based upon the nine-dot brainteaser utilized by psychologists to unblock the mind and release creative thinking during problem solving activities. The challenge: To connect all nine dots without lifting pen from page and without crossing over any stroke. 'Out of the box' thinking is required to solve this challenge and it is this concept that sits at the heart of the logo and design system.

Brief Explanation
Lacking in any coordinated communication efforts, the initiative struggled to gain the desired momentum with both individuals as well as organizational partners. 2013 marked a year of change with a desire to build broader awareness, while also developing a toolkit that could be replicated in other markets throughout the world. This meant first designing a common identity for the initiative that would bring consistency and professionalism to all communications, while also maintaining a spirit of fun and creativity.