Telefilm Canada is debuting a new look to international audiences with a fresh visual identity, created by LG2boutique.
After a pitch involving 27 agencies across the country, Montreal’s LG2boutique won the account in November 2012. Its mandate was to develop the brand image for and create a new graphic platform to accompany Canadian delegations to film festivals and other events around the world.
The goal was to unify Telefilm Canada’s promotional presence – from info kiosks to printed publicity, brochures, invitations, and promo materials – used to highlight Canadian talent on the world stage.
These type of events tend to be very cluttered with so many organizations competing for eyeballs, says Claude Auchu, partner, vice-president and creative director, design at LG2boutique.
With that in mind, the team set out to create a look that was simple, but still powerful. “We wanted to build something that was really striking, that you would understand at first glance that Canada was talking to you,” he says.
Designers took inspiration from the country’s distinctive geography and land mass. The brand slogan “See Big” links the immensity and depth of Canadian talent with the size of the country.
The “See Big” slogan is a common thread and adapted across various promotional materials in a distinctive red colour palate, a natural and symbolic choice for Canada.
The typography is the same as that used for Telefilm Canada’s main logo, which creates a visual unity between the main brand and the new international platform.
Elements of the new look appeared first at the 2013 Cannes Film Festival. Adaptations will accompany the Canadian delegation to major international events, such as Cannes, the Canadian Front in New York, the Berlinale (Berlin International Film Festival) and the Sundance Film Festival.
