2022 Winner
BronzeBrochures/Print Collateral
The Bay
"The Bay brand refresh"
Lg2
"The Bay brand refresh"
Lg2
The Hudson’s Bay Company’s 350th birthday in 2020 was an opportunity to start a new chapter by transforming Canada’s oldest brand and brick-and-mortar retailer into a modern, digital-first marketplace. Lg2’s design solution had to be adaptable to every canvas, especially digital and mobile.
The platform brought to life The Bay’s updated positioning, “Live a colourful life,” which included a series of near-monochromatic images, each with a model wearing clothing in one of the four hues of its iconic stripes against a backdrop of the same colour. The celebration of all things Canadian was represented in the type font, Neue Montreal, created by Pangram Pangram Foundry in Montreal.
The platform brought to life The Bay’s updated positioning, “Live a colourful life,” which included a series of near-monochromatic images, each with a model wearing clothing in one of the four hues of its iconic stripes against a backdrop of the same colour. The celebration of all things Canadian was represented in the type font, Neue Montreal, created by Pangram Pangram Foundry in Montreal.
Credits
Ryan Crouchman, Executive Creative Director, DesignChris Hirsch, Executive Creative Director
Nellie Kim, Executive Creative Director
Antoine Levasseur, Group Account Director
Murilo Maciel, Senior Designer
Jessica Brasil, Designer
David Beauchemin, Designer
Mira Mira Moscatel-Gauthier, Designer
Kendra Spurgeon, Designer
Grant Irving, Designer
Daniel Kanhai, Copywriter
Jack Liang, Copywriter
Isha Pelrine Fowler, Account Manager
Samantha Hume, Account Supervisor
Elizabeth Elliot, Account Director
Carren Sauder, Senior Production Designer
CJ Veloso, Motion Designer
Tracy Haapamaki, Director, Creative Production Services