Recently I came across a FastCo Design article about an incredible new project from Bruce Mau Design. If you’re not familiar with BMD, you should be. Bruce has been a personal design hero for a couple of years now. This new project reeks of his aesthetic — simple, bold, strategic, easily recognizable, extends across platforms.
First, the short video they produced with Studio 360:
The task was to rebrand Canada, a “brand” that has become cliché and outdated (see: maple syrup, mounties, igloos). BMD produced a really smart insight though…
Canada doesn’t need a redesign — America needs an education.
According to their research, Canada has an enormous amount to be proud of, but many of these things are thought to be of American origin. So, they set out to redesign the perceptions America has of Canada. They used those iconic red bars of the Canadian flag and crafted a campaign that was highly flexible and executable across mediums and subjects.
Really freaking awesome work, if you ask me. Here are a few more images from the campaign. (the full 96 page brief + creative book can be found here)
I’d love to hear what you think, eh? Some people are in love with the “Know Canada.” campaign… others have criticized its simplicity and style. What do you think?
As always, make it a killer week!