Creative Direction, Digital Advertising, User Experience and Design from New York to Zurich

  • Comment to come.

  • The brand identity is extensive and covers numerous potential uses across multiple media.

    These include but are not limited to:
    Print uses such as flyers, product brochures, packaging, stationary etc.

    Digital advertising such as display banners, static banners and animated banners. Upcoming email newsletter and dedicated website.

    Films are also scheduled to advertise the brand's USP.

  • A Distrelec Group AG project within the TECO corporation, RND is a new brand of technical components for the Electronic design engineers and MRO industries. I was assigned this project in my capacity as Creative Director of Distrelec Group and member of the Marcom team. It was a great opportunity to develop a new corporate identity and while it was challenging to bring satisfaction to a large group of stakeholders, some of whom with considerable corporate identity experience, we were successful in covering all aspect of corporate brand uses in print, digital and video media.

    About the brand:

    The brand name is the acronym of Reichelt, Nedis, Distrelec, three companies distributing electronic parts and components. In addition, this letter combination was chosen to offers a technical connotation to “research & development”. In addition to the brands logo and name, suffixes are used. They allow us to differentiate based on the product family. The differentiation in the logo is underlined with a unique colour code.

    Flat ribbon cables are an ubiquitous element of electronic engineering and the RND mark takes its inspiration from them. Their characteristic volute and connecting wires are the core elements of the mark. In addition, the ribbon is deployed into an infinite loop that suggests velocity, movement and dimention.

    Check out my next post with more details on the content of the CICD.

  • Jaguar Pace Campaign Jaguar Fragrance We are proud to have just completed another assignment from Art & Fragrance. This time, we were commissioned to devise the campaign for their new Jaguar Fragrance “PACE”. This new fragrance was created to partly reflect the striking looks of the new Jaguar F-Pace family sports car. The most conspicuous element is obviously the blue hues that dominate both the car and the fragrance bottle.

    The Jaguar brand epitomizes style, worldly elegance and a savant combination of classic looks and ultra modern, progressive design. The challenge was to create a campaign that would combine all of the above and also work hand in hand with the campaign of the F-Pace sport car.

    We chose the backdrop of a bridge with industrial steel beams that suited the masculine fragrance, and also referred fittingly to the criss-crossing pattern of the grille at the front of the car. That pattern is also prominently featured on the bottle and the packaging. After an extensive casting, we were delighted to have on board model Isha Blaaker from Max Models. His distinctive feline looks made him singularly suited to be the face of Jaguar Pace.

    The campaign includes single and double page advertising, billboard and a movie. Check out our next post to view the video.

    If you are a fan of Jaguar Automobiles, have a look at the rewly released F-Pace features.

    Photography: Bon Wong
    Copywriting: Adam Matricardi
    Model: Isha Blaaker
    Project management: Marija Kaspar
    Special thanks for styling resources to: LOOQ boutique in Zurich

    Do you have comments or questions about this project?