2021 Winner

How do you create a brand identity that’s truly inclusive, one that’s as meaningful to someone who is sighted as it is to someone who can’t see? That was the challenge facing Zerotrillion when it created a brand identity for The Canadian National Institute for the Blind (CNIB), which helps build bridges between sighted and
visually impaired communities.

The answer?

Create the first tactile brand identity to tell the story of the CNIB through touch. During a co-creation session, the agency helped members of the CNIB Community Hub in Toronto come up with a design concept they felt represented them.

The result was a pattern of thousands of small rough shapes that, as you run your fingers across them, become more orderly and harmonized – a textural representation of the daily challenges the CNIB helps people with sight loss overcome. The identity was previewed in Toronto and launched on time for Canada’s
National Accessibility Week.

Credits

COMISSIONING CLIENT: CNIB Foundation (Canadian National Institute for the Blind)

ADVERTISING AGENCY: Zerotrillion
CHIEF EXECUTIVE OFFICER: Alex Paquin
GLOBAL CREATIVE DIRECTOR: Adam Fierman
EXECUTIVE STRATEGY DIRECTOR: Aubrey Podolsky
BUSINESS DIRECTOR: Elysia Ravenscroft
ART DIRECTOR: David Hong
MEDIA AGENCY: Zerotrillion

PRODUCTION HOUSE: Makers
DIRECTOR: Sean Stiller
EXECUTIVE PRODUCER: Kirsten White
EXECUTIVE PRODUCER: Sarah Lasch
ASSOCIATE PRODUCER: Jess Parsons

EDIT COMPANY: AlterEgo Post
PR AGENCY: Zerotrillion