The annual CIPR Excellence Awards, now in their 27th year, are the most prestigious celebration of public relations, with this year’s black tie event in May to be compered by Olympic medalist Colin Jackson – reflecting the London 2012 Olympic theme.
The brief was to come up with a bold, fresh concept that celebrates this year’s Olympics and reflects many of the Olympic values that the CIPR also holds dear; namely competition, fair play, ethics and a winner's mindset.
The theme also needed to introduce the strapline ‘building on the past, looking to the future’, which we also created, as well as communicate the organisation's renewed drive and focus under the leadership of new CEO Jane Wilson. This strapline will be used on all future CIPR materials, highlighting the new direction the CIPR is taking whilst at the same time recognising the huge value associated with its past successes.
Given the plethora of Olympic themed branding and news out there at the moment we didn’t just want to jump on the bandwagon and produce a clichéd 'inspirational' image. So, our solution was a purely typographic approach based around the Olympic theme of gold, silver and bronze. The concept involved highlighting the successes of past Olympians such as Daley Thompson, Kelly Holmes, Steve Backley etc, with the type printed in the colour that corresponds to the medals that they had won in previous Olympic Games.
"We really wanted to produce something that reflected the new direction that the organisation is taking under the leadership of Jane, and in doing so, change any preconceptions that people may have had of the CIPR", said Kevin Cox, our Creative Director.
The concept will initially be applied to invites, programmes, guest lists and certificates that will be handed out to the cream of the PR profession at the awards ceremony held at the Hilton Hotel, Park Lane, London.
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