2016 Winners & Shortlists

Brief Explanation

Richard Attias and Associates is a global consulting firm, that aims at creating and implementing initiatives to help nations and leaders build their global influence and have great presence in the global exchange of ideas. Their Ecosystem includes initiatives for a variety of subjects, and a variety of target groups, and these include women, youth, sports, technology, economy, education .. etc RA&A brings together leaders from different nations and disciplines, and challenge them on the pressing concerns of today and tomorrow. The company has the ability to inspire leadership, predict future trends and identify the road-map for tomorrow. They work with individual leaders, as well as politicians, economist, entrepreneurs and change makers in all fields.

The Brief

New York Forum is one of the initiatives done by RA&A. This forum gathers business and political leaders at Gabon, to engage in intense sessions aiming to draw up a road map for businesses as well as national policy-makers. The NYFA gathers the president of Gabon and the first lady, along with African youth, social economical and political leaders, and change makers that are keen on making a difference in the future of Africa. The brief required a visual identity for the forum’s collaterals, one that would be as diverse and creative.

How the final design was conceived

The brochure and collaterals design have focused mainly on the diverse character of the forum. The visual side of Africa was used as our key communication without compromising the professional grounds it's built on. As part of the collateral identity, we created a design element that was present in all the work . We have used white frames with thick borders to highlight and put focus on important pictures and headlines. This simple elements has created a design umbrella on all the collateral and was easily adjusted on the different content. In terms of colors, along with the existing brand colors we have added an uplifting color palette that made a strong contrast, and differentiated this year's visual identity to the ones before. Knowing that the collateral are by-lingual, catering to both English and French, we worked against developing a design that would work according to both language, and cater to having identical pages across from each other, without looking repetitive.

Indication of how successful the outcome was in the market

The combination of pictures, colors and design have turned the content of the collaterals into art-piece inviting readers in. It was of high importance to reflect the diversity and professionalism of the event into the design, while avoiding being too corporate and traditional. One of the feedback that was received from the attendees, was that the pages of the brochure were being cut out, and used as post-cards, and kept as memories. By the end of the conference, attendees were requesting new copies of the brochures to take them home.