Making the brand hero.

While I was Creative Director at Carlson Marketing Canada, I had a great opportunity to develop advertising promoting the different disciplines Carlson has to offer.

Carlson went through a global re-branding and part of the communication strategy, advertise the disciplines of the Carlson brand.

When communicating the benefits of a brand, I always start with the iconography of the brand. Develop a story around the disciplines, illustrate the benefit using the brand icon as the hero image. This direction created a unique, own-able communication.

I have attached two print ads communicating two different Carlson disciplines.

Enjoy.