Date

February 2011

Title

Olympic brochures

Client

CBS Outdoor

Description

As an official Olympic 2012 partner, CBS Outdoor required two brochures promoting the wealth advertising opportunities for official sponsors as well as other organisations wishing to take advantage during this important period.

Managing London Buses and London Underground's advertising property it made sense to try and reinforce the importance of these sites and locations. I created the strapline/main headline 'We are London' off the back of the initial meeting with the last 'o' of London using the iconic CBS eye to reinforce the notion of 'being London'.

Outlines of Olympians with snippets of advertising property embedded within helped create an abstract, colourful and relevant pectoral language. These were supplemented by thumbnail sized silhouettes of famous London landmarks.

The main bulk of each brochure was taken up by information regarding site types and station opportunities. To this end a simple framework was introduced where imagery and text exist simply side by side.

To differentiate each brochure, different silhouettes and embedded imagery were used (and spot varnished) as well as spot metallic inks used for the CBS Outdoor eye within the main headline (silver for general site information for all companies and gold for sponsor-only opportunities).