[image: Anna Bond's Black-and-White Florida Home] Anna Bond and her husband Nathan spend their days running Rifle Paper Co., the beloved stationery brand...
A while ago I was asked to come up with a wall and scrim design that would create the ambiance for a booth at the WAEA conference (World Airline Entertainment Association). There were a few stipulations:
1) logo + their colours (purple) prominent
2) brand messaging catch phrases i.e. expect the unexpected, surprise & delight
3) message that Spafax is "ahead of their time" in the industry, or that they were using the most groundbreaking technology
After much deliberation (CLICK HERE to see a previous post with other options), I decided that the catch phrase "surprise and delight" provided a way to peak interest in a fast and simple way. Paired with the photo of a metropolis slightly askew and the sharp lens flare, the message became: "Spafax exceeds expectations, takes the clients to exciting, new heights." This allowed me to get to the idea of technology without going too "industrial" in aesthetic. If I could choose one thing about this that I think is most success, it is that I feel it communicates "technologically advanced" without relying on nuts, bolts and futuristic gimmicks. Instead, I went for frontiers, heights, wonder.
I have been on an indefinite hiatus from blogging for the last little while. A few reasons for this: my sister's wedding, followed by a trip to Seattle, Portland and Argentina. Boom. Not a bad excuse, eh? But, I am back in Toronto and now have the time to share some of the work I have been doing over the past few weeks. So, expect a few posts this week and next in what I am calling the "caffeinated blogging spree", or simply, "a lot of posts in a short time to compensate for the lost time." Above photo is me in Seattle embarking on my city-wide coffee crawl. Photo credit: Jonah.