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We like to share our thoughts. It keeps us current. It provides insight into what is happening in the world of branding… and in our minds too.
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BROWSE BY TAG WORD
The Engage Brandcraft Annual Poster Through the Years
The Engage Brandcraft annual poster is a tradition-in-the-making that began in 2011 as a fresh collectable print produced in collaboration with a different, upcoming South African artist, illustrator or designer each year. With only 20 limited edition impressions, these high quality prints are our way of saying thank you to the 20 most valued clients, partners and friends (while showcasing local talent and supporting the local creative communities in which we work).
Most importantly, however, each poster represents an emerging new commitment or area of focus for the Engage team. As the dust settles in early February, we sit down together to talk about where the year is headed and what excites or fuels us as a team with respect to our clients and the work that will define our year. With 2014’s poster currently in the pipeline (with distribution set for March), we thought we’d take a glance back at our first three editions and the artists and inspiration behind them.
2011: Mindful of the World Around Us
2011 marked the first year of the Engage poster and we looked to young designer and illustrator Chad Lesch to bring our annual commitment to paper. Having recently exhibited at the Design Indaba the year before, Chad was on his way to stardom (and to Asia). Fortunately we managed to snap him up before he left our shores.
Our commitment for the year was to focus on respecting the environment, and paying more attention to the environmental impact of our work. The brief that followed was to design something that spoke about growing – while still being conscious of the world around us and all the creatures (human and otherwise) who call it home.
We loved Chad’s playful, illustrative style and adept understanding of character styling and development. In keeping with our environmental commitment, the poster was hand printed on 100% recycled acid-free paper by a local screen printer. As a result of that first commitment we became an office that recycles and uses recycled paper wherever possible. For all our digital printing we use Hot Ink, the only digital printer in Cape Town with zero carbon footprint.
2012: Local Talent Collaboration
Cape Town artist and graphic designer Daniel Ting Chong set about depicting our commitment for 2012 in poster form. This young artist, having studied graphic design, had amassed an impressive string of awards that had us thoroughly impressed. He was recognised by the Mail and Guardian as one of the top 200 Young South Africans, and has also won numerous awards including a Gold Loerie, Sappi Paper Think Award and a Silver Eagle Award. He was also a semi-finalist in both the California and New York Adobe Awards. His work has been featured in the New York Times and on the Discovery Channel and he has had work commissioned by Levis, Bacardi, Pharos and Design Indaba.
For 2012 we wanted to build a more outward-looking Engage Brandcraft – one with a focus on greater collaboration; engaging the broader Cape Town creative community in more of our work. Daniel’s poster called on the city’s creatives to utilise the creative world around us. In 2012 we grew with more flexibility than ever and improved the depth and variety of our work.
2013: Increased Focus on All Things Digital
2013 saw the Engage team commit to being more active within the Digital Interactive Space. As South Africa moves increasingly online, we wanted to strengthen the digital component of all of our clients’ campaigns and strategies, bringing brands together with the many online opportunities out there. In addition to this, we focussed on brushing up on our understanding of the multitude of digital marketing tools and strategies and bringing specialist digital skills on board.
We looked to local illustrator and designer Cassandra Leigh Johnson to showcase our commitment in poster form. After graduating from Vega and spending a few years in the graphic design industry Cassandra’s focus turned to type and and structured elements that come with it. Cassandra interpreted Engage’s move towards digital in a playful and charming way. We loved her simplistic, but highly effective interpretation of our annual commitment.