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The Content Project Gets the Big Picture for Promax and BDA 2002 Design Campaign(January 16, 2002)
"We're delighted to be working with The Content Project. The initial designs take PROMAX&BDA to a whole new place, and we're already receiving compliments for the new look - which supports our theme and reinforces our goal of creating insightful, progressive and stimulating initiatives, conferences and content," said Glynn Brailsford, President & CEO, PROMAX&BDA.
³PROMAX&BDA wanted a fresh new look for the 2002 print campaign, and we strived to create designs that are fresh, functional and reflect this year¹s theme and venue,² said Steve Kazanjian, Executive Creative Director at The Content Project. ³To that end, the print pieces combine visual metaphors based on the theme with a clean modern approach reflecting our current design directions.²
Designing towards these goals, TCP Senior Artist Chris Pagani incorporated his own artistic touches with PROMAX&BDA¹s need for a series of layouts and finished print pieces that would work together, be uniquely identifiable and would adhere to certain corporate guidelines. The results can be seen through the first piece TCP completed for the campaign -- a ³Call for Entries² mailer for the PROMAX&BDA June 2002 conference in Los Angeles that shows ribbon-like strands streaming out from a set of television color bars that seemingly pull in potential participants.
From the color bar logo, which was based around an initial design motif brought in by PROMAX&BDA, TCP derived a unique palette of colors that form a governing system for the development of color-identifiable show books for the association¹s wide range of conference materials. In contrast to years¹ past, use of the color scheme will provide an aesthetically pleasing yet functional way to distinguish a schedule program book from, say, a speakers¹ guide. The color bar concept will also utilize a ³design within a design² metaphor to reiterate the ³Small Screen, Big Picture² theme: book covers dye-cut with small windows of color will open to reveal a larger designed image on the page beneath.
Apropos to the PROMAX&BDA 2002 conference location choice of Los Angeles, artwork for the campaign also features photos of scenery and settings from around the City of Angels. The ³Call for Entries² layout, for example, implies a very real type of call by including a screened-back, digitally painted photograph of a telephone pole and its high-wires on an L.A. highway.
³There is a lot of thought, and some amount of terror, that goes into designing work directed at your peers. Designing for designers is a great opportunity to show what you can do, what your ideas are about where design is going, what¹s OEin¹ or on its way out,² said lead artist Pagani. ³For this project, I tapped into my background as a traditional artist-illlustrator to create designs that are a bit more painterly and lend an overall clean and contemporary look to the elements. The PROMAX&BDA OESmall Screen, Big Picture¹ theme that big ideas are now being transmitted not just on the television set, but on computers, PDAs and even telephones also influences the designs.²
The Content Project is a creative marketing agency specializing in projects where design and technology intersect. The company's in-house technical, production and design staff marry a myriad of disciplines to build innovative content for web, print, broadband, multimedia, DVD and broadcast. The company has developed a wide variety of web-based applications and design projects for clients including AC Neilsen, E! Entertainment Television, Fox Family, New Line Cinema, Pfizer, Turner Networks, Univision, Warner Bros. and many others. For more information about The Content Project, please visit www.contentproject.com.
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