03 Mar Design Indaba 2015’s Cut ‘n Paste Paper Branding by The Jupiter Drawing Room
The theme for the 2015 Design Indaba festival was Make. Change., a bold call to action encouraging their audience to take matters into their own hands to help someone or change something for the better. The branding for this campaign by The Jupiter Drawing Room was just as striking. In keeping with the message of the campaign, the Jupiter team stepped away from their computers to make the collateral entirely by hand. The imagery needed to appear simple and charming but considered. So, in the 5 months leading up to the conference, the Jupiter team tore, folded and glued pieces of paper together to create faces, buildings, backdrops, props and more. These were then used to create the meticulously detailed images and animations we saw before and during the 2015 Design Indaba festival.
Joanne Thomas, Executive Creative Director of Design at Jupiter, explains: “We wanted to keep it as simple as possible for people to go out there and #MAKECHANGE. So we chose paper as the base to bring our visuals to life and gave the campaign a very ‘hands on’ feel – it’s an unintimidating material and accessible to everyone. By using paper, you get the impression that the illustrations were created on someone’s desk somewhere – which they were… by hand, in our office.”
Leading up to the Design Indaba festival the Jupiter team created an animated TV ad to spread the message of the Make. Change. campaign. They also created print ads to introduce the people who are already making an impact. One example being Jo Maxwell and her fellow Red Hat Renegades who recycle old newspapers to create sleeping bags for the homeless. This ad appeared in the Sunday Times alongside a guide showing readers how their weekend paper could keep someone warm. They also hand made the animated speaker portraits which were used during the 2015 Design Indaba conference. These were then brought to life through interactive speaker plinths, where delegates were able to pose for a photo with a paper version of each of the speakers.
Joanne Thomas | Executive Creative Director – Design
Carla Kreuser | Creative Director
Kate Royce | Copywriter
Robert Prinsloo | Art Director
Altus Brand | Multimedia Design
Alison Pegg | Project Manager
Vuyokazi Jonas | Project Manager
Gareth Skibbe, Haydn Fairman and Ernestine Daniels | Retouching and DTP
Sarah Gregg-MacDonald | Design Intern
See more work by The Jupiter Drawing Room on their website.