Catalyst Visual Identity & Video Campaign

Deloitte

Toronto, Canada

Catalyst reports are flagship thought ware publications from Deloitte’s Future of Canada Centre, an organization which facilitates the exploration of important national issues to help propel Canada into a new age of growth. An elevated, modern editorial approach expresses calm and contemplation. The thoughtful use of negative space, scale and contrast create drama and reinforce key messages and themes. The idea of “framing” is expressed in both implicit and explicit ways, representing the Future of Canada Centre’s mandate to highlight the important issues, generate new insights and perspectives, and bring the future into focus for Canada. The identity also maintains a strong connection with Deloitte’s master brand by adhering to the four brand codes defined within the brand guidelines: Logo, Circle, Colour, and Personality. The first Catalyst report achieved a download rate 28% higher than the internal benchmark, with LinkedIn and social media engagement exceeding industry benchmarks and page views hitting above average results.

Credits

Director, Head of Agency: Deb Peterson
Creative Director: Monique Ah-Sue
Art Directors: Jordan Bamforth RGD, Jean-Philippe Cyr
Designers: Julie Charron, Gabriel Czap-Coelho, Erick Castaneda, Jessica Devaal RGD
Video Editing, Motion Graphics: Richard Lanthier, Edo Cuallo (EXT), Marc Nahas (EXT)
Editorial: Liz Crompton and Sylvie Perrin