TORONTO, ON, September 17, 2011

Film North, a branding project by Concrete Design Communications, and Canada's newest film festival, was featured in the Saturday, September 17 edition of the Wall Street Journal, in print and online.

The article is part of a story on the American Institute of Graphic Arts' (AIGA) “365: Design Effectiveness″ exhibition at the AIGA National Design Center in New York. Film North is part of the exhibition after being selected from 1,000 entries as one of 134 examples of outstanding design.

Two Concrete branding projects were selected in the AIGA's 2010 competition – Film North, and Super by Dr. Nicholas Perricone.

Film North opens in Huntsville, Ontario in Canada's Muskoka region for its second year this Thursday, September 22. The festival presents a rare opportunity for local residents and visitors to experience a wide range of emerging independent international and Canadian films.

Concrete's branding presents the festival, and the town of Huntsville, as an unpretentious, welcoming place for young talent from around the world, combining standard festival imagery – like the Cannes laurel leaves – with northern Canadiana kitsch.

http://online.wsj.com
http://www.filmnorth.net

Download PDF

TORONTO, ON, April 19, 2011

BITE Beauty, made it’s official US launch at Sephora’s New York Times Square location on Friday. BITE is the latest collaboration between Susanne Lang Fragrance Inc. (SLF) and Concrete Design Communications Inc.

Women apply lipstick an average of five times a day. Lips are licked, lipstick is absorbed. This is the guiding factor behind BITE Beauty. BITE products are made from organic shea and fruit butters, without the use of polybutenes and petroleum byproducts, and all of the colorants are food grade and made with entirely natural ingredients. BITE is also the first ever lipstick line to contain Red Wine Resveratrol, delivering a micro-dose of antioxidants with every application. Resveratrol is the health-boosting component found in red wine, whose powerful antioxidant effects assist the body in the fight against free radicals. Each BITE lipstick delivers the antioxidant equivalent of five glasses of red wine to restore and maintain youthful looking lips.

Contrary to competitive brands that emphasize the “natural” aspect of their products, Concrete felt that performance, colour and fashion would be stronger drivers for this market segment. While beauty consumers are becoming increasing aware of the harmful effects of toxic ingredients, the desire for strong fashionable colours and wearability are still very strong determining purchasing factors.

“The BITE woman cares about natural and organic, but not at the expense of performance,” says Katona. “She cares about colour and fashion as much as she cares about what she puts on her face and in her body.”

In response to this, Concrete created a brand that projects modernity and elegance. The work for BITE includes brand positioning, logo design, primary and secondary packaging, in-store display and brand imagery.

BITE’s sleek, soft-touch lipstick containers were created by renowned Vienna-based design firm EOOS. The lipstick cap shapes reflect four distinct contours that lipsticks take on with repeated use. EOOS undertook a study that explored how different women’s lipsticks took on very distinctive shapes over time.

BITE Beauty was launched in March 2011 exclusively at Sephora online, and in stores throughout the US and Canada on April 15, 2011.

TORONTO, ON, April 02, 2011

Concrete Design Communications Inc. is pleased to announce that it has been featured in the recently released Logo Design Volume 3 from world renowned, Köln-based TASCHEN Books and its design editor, Julius Wiedemann. The book features in-depth case studies of diverse logos from around the world.

Concrete’s project, SUPER by Dr. Nicholas Perricone, is featured in a 12-page case study that details the firm’s process in creating the new brand. Concrete’s logo design for Pizza Nova is also featured in the book that also includes Concrete’s logos for Cava, Xococava, Keilhauer, Sguig, Perricone MD and Umbra.

Logo Design Volume 3 is available through most major book retailers worldwide, and online at http://www.taschen.com.

Download PDF

TORONTO, ON, November 03, 2010

The latest restaurant branding project by Toronto firm Concrete Design Communications is now open at the Shops at Don Mills. Fabbrica – Italian for “factory” – is a new restaurant by Canadian celebrity chef and entrepreneur Mark McEwan, who calls it a “true-to-form Italian restaurant,” serving roasted fish, Neapolitan pizza from wood-burning ovens, and homemade pasta. “We’re not reinventing the wheel here,” says McEwan, “we’re just making good food.”

Informed by the authenticity of the menu, Concrete partner John Pylypczak worked closely with McEwan and architects Giannone Petricone Associates (who brought Concrete into the project) to create a look that was inspired by the design aesthetic that emerged out of postwar Italy.

“This was our first time working with Mark,” says Pylypczak. “He’s great to work with – he gets it. And the three-way collaboration between chef, architect and designer was an enjoyable process to be a part of.”

Concrete designed the restaurant’s visual identity – its menus, printed collateral material and website as well as the exterior and interior signage and environmental graphic elements – to reflect the iconic Italian style of the 1950s, with its rich colour palette and cinematic quality.

“Working with John and the team from Concrete is an absolute pleasure,” says McEwan. “They bring a fresh and unique point of view to the table. Their ideas are outside of the box and exactly what I was looking for, and I look forward to working with them on future projects.”

Download PDF

TORONTO, ON, October 07, 2010

AZURE, the influential contemporary architecture and design magazine, hit newsstands last month with a completely redesigned September issue designed by long-time collaborators Concrete Design Communications Inc. The award-winning publication, long considered outstanding for its innovative graphic design, has taken on the challenge of making a great magazine even better. The independent magazine had enjoyed a nearly 20-year relationship with Concrete for its creative direction and design. The new publication design marks another milestone in this creative partnership.

“AZURE wasn’t broken – we didn’t have to fix it,” says editor Nelda Rodger. “The magazine was beautiful and successful and we were still in love with our old logo, also designed by Concrete Design Communications back in 1993. The decision to shake things up was a vote of confidence in the future for both our print and digital expressions.”

To accentuate the magazine’s bold stance, the Concrete created a custom logo that occupies the entire width of the cover and framed it within a white bar. The tagline has been modified to read “Design/Architecture/Interiors/Curiosity” – spelling out AZURE’s editorial domain while reflecting its spirit of adventure and enthusiasm. On the inside, the focus is on delivering editorial content through multiple entry points, allowing imagery to dominate when appropriate, and creating a more direct relationship with the reader.

Concrete will continue to art direct and design the next few issues until the magazine transitions over to in-house production.

Download PDF

TORONTO, ON, September 23, 2010

Film North, Canada's newest film festival, and Muskoka's first international film festival, begins today in Huntsvile, Ontario. The festival presents a rare opportunity for local residents and visitors to experience a wide range of emerging independent international and Canadian films.

“We wanted to present the festival, and the town of Huntsville, as an unpretentious, welcoming place for young talent from around the world” remarked Diti Katona, Founding Partner at Concrete. “Part of the Canadian psyche, is the ability to make fun of ourselves. We wanted to take the standard festival imagery – like the Cannes laurel leaves – and put a tongue-in-cheek, Canadian spin on it.” “We also wanted to leverage the Founder’s (Lucy Wing) history in the area, so we included some old family cottage photos in the advertising campaign,” added the lead designer on the project, Jordan Poirier.

Lucy Wing, festival Founder and President, explained the relationship, "About two years ago, Romina Tina Fontana, Concrete’s Managing Director, introduced me to Founding Partner, Diti Katona. After hearing the details of our plan, Concrete became excited about the project and offered to help with the branding - and ‘Film North’ was born. This was a tremendous coup for us, and the new branding has enhanced the direction of Film North and the very essence of who we are. The monetary value of this contribution is so much more than we ever could have afforded. We can now be perceived as clever and unique, not just another ordinary festival, and promote ourselves on an international stage. We are truly grateful for Concrete’s tremendous contribution.”

Dozens of films will be presented as part of the complete line-up for the 2010 inaugural season being held in Huntsville, Ontario. The festival begins today and runs through Sunday.

To find out more visit: filmnorth.net
To view the festival trailer visit: concrete.ca

Download PDF

TORONTO, ON, June 17, 2010

Concrete Design Communications Inc. is very pleased to announce some of its latest work for the newly opened Thompson Toronto. This hotel property is Thompson Hotel’s first international location and features 16 floors, 102 guest rooms and an unprecedented 30,000 square feet of dining and event space.

Concrete’s work, featured below, includes everything from in–room, sales, and launch materials, to key and rooftop access card design. In addition, Concrete branded the slick new round–the–clock diner called The Counter.

Thompson Toronto is a partnership between Toronto–based companies Freed Developments and Global Edge Investments (GEI). Principal, Peter Freed, Freed Developments, developed the overall property, and Tony Cohen, principal, GEI, and Thompson Hotels were then brought on board to develop, operate and manage the hotel under the Thompson banner.

“We are delighted to be working with both Tony Cohen and Peter Freed on such an exciting project,” said Romina Tina Fontana, Concrete’s Managing Director. “Toronto is lucky to be host to the Thompson’s first international property, and we are thrilled to have worked with such successful, design-minded clients.”

ABOUT THOMPSON HOTELS

Thompson Hotels is a hotel management company with a portfolio of small, elite hotels including 60 Thompson in New York City, Hotel Sax in Chicago and Hollywood Roosevelt Hotel in Los Angeles. The company has expanded extensively through the more recent openings in New York city including Gild Hall in the Financial District, Six Columbus in Midtown Manhattan, Thompson LES on the Lower East Side, Smyth in Tribeca, as well as Thompson Beverly Hills in Los Angeles and Donovan House in Washington, D.C. Developments will continue internationally with the opening of Thompson Toronto in 2010 and Thompson Seoul in 2012. Thompson Hotels is a partnership among Larry, Michael and Jason Pomeranc and Stephen Brandman.

Download PDF

TORONTO, ON, November 12, 2009

Applied Arts magazine has included four entries from Concrete Design Communications in its 2009 Design & Advertising Awards issue. Concrete’s winning entries include: the integrated branding program for XOCOCAVA, the Spring 2010 Collection brochure for fashion designer Lida Baday, and both the integrated branding program and packaging design for Perricone MD.

Applied Arts is Canada’s premier magazine of visual communications. For more than 20 years, it has featured imagery, strong opinion, timely information and essential industry insight to its readership of senior creative professionals in graphic design, interactive design, advertising, photography and illustration.

TORONTO, ON, November 05, 2009

Yorkdale Shopping Centre’s “Yorkdale Is Me” campaign is built around a contest designed to find 10 customers that personify the Yorkdale style and spirit. It began with an in-mall teaser campaign that informed shoppers about the contest and encouraged them to enter. Entries were managed entirely through a clever and engaging microsite – YorkdaleIsMe.com.

John Pylypczak, founding partner and creative director at Concrete explains: “After several seasons of evolving the current campaign look, Yorkdale’s Fall 2009 campaign marks a dramatic departure from previous advertising. While past campaigns employed luxurious, high-end fashion photography to position Yorkdale as the fashion shopping centre destination in the GTA, Spring 2010 will instead focus on the Yorkdale customer.”

Download PDF

SAN FRANCISCO, CA, October 31, 2009

Communication Arts Magazine has included three entries from Concrete Design Communications in its 2009 Design Annual. The Spring 2010 Collection brochure for Lida Baday, the rebranded packaging design for Perricone MD, and the integrated branding program for XOCOCAVA, were among the 240 winners selected from the 8461 entries in this year’s competition.

Since 1959, Communication Arts has published the best in visual communications from around the world. Ask any creative director which competitions rank as the most influential, and they’ll place Communication Arts at the top of the list.

http://www.commarts.com/annuals/2008-Design

TORONTO, ON, October 01, 2009

Concrete Design Communications Inc. has developed and launched a new brand and national advertising campaign for Allstream, one of Canadaʼs leading national business communications providers.

The national campaign will run in English and French for the next two and a half months. It includes targeted response campaigns to customers and prospects across Canada. The campaign is focused principally on building brand recognition, taking inspiration from a single word – All – built into the company name. In Quebec, the campaign is called “Allez avec Allstream” – which translates as “Go with Allstream.”

This campaign, which has been in the works since late 2009, is designed to reintroduce Allstream to the marketplace in a way that highlights the companyʼs unique competitive strengths as Canadaʼs only national communications provider – and brand – focused exclusively on serving the business customer. A second key campaign objective is internally focused: motivating Allstream employees to work with the new brand positioning to drive all sales and marketing strategies.

As part of the brand campaign, Concrete developed a new visual identity for Allstream based on three creative elements. The first is the “orange stream” visual metaphor: a colour-coded symbol for connectivity, agility, and creativity – executed in handwriting. The second element forcefully incorporates real Allstream people into advertising, corporate videos and other marketing programs. The final element is a redesigned logo that visually strengthens the Allstream name.

“Allstreamʼs relationship with Concrete harnesses the creativity and innovative capacities of both companies in relaunching our brand to the Canadian market,” said Eric Fletcher, Senior Vice-President Marketing, Allstream. “The Winter 2010 campaign, along with other marketing and sales initiatives, is designed with the goal of positioning Allstream as Canadaʼs leading – and most innovative – business communications provider.”

“Itʼs exciting to be creatively involved in launching a progressive brand-building campaign for Allstream,” said John Pylypczak, founding partner and creative director at Concrete. “The new campaign puts a more human, accessible, and progressive face on the Allstream brand – highlighting qualities we believe that give Allstream a competitive advantage in a changing communications industry in Canada.”

For more information on the campaign, you can also visit allstream.com to view a short video created to support the new advertising campaign. Dynamic outdoor executions can be seen at Brookfield Place and the Gardiner Expressway in Toronto and at the Calgary Airport.

ABOUT ALLSTREAM

As part of MTS Allstream, a wholly-owned subsidiary of Manitoba Telecom Services Inc, Allstream is a leading national communications provider that works exclusively with businesses of all sizes. An industry leader in delivering innovation, Allstream is focused on unifying and elevating all the ways that businesses connect and collaborate to serve customers, to drive workforce and partner productivity, and to get payback on networking and IT resources. Headquartered in Toronto, Allstream leverages the entrepreneurial spirit and skills of 3,000 employees across Canada. Our portfolio features advanced capabilities including: network connectivity and infrastructure, managed network services, and unified communications solutions. Our portfolio is provided across an extensive national broadband fibre optic network that spans some 30,000 km. We supply international connections through strategic partnerships and interconnection agreements.

Download PDF

NEW YORK, NY, May 26, 2009

The Type Directors Club (TDC) has awarded Concrete’s packaging design for Perricone MD in its TDC54 Typography Competition.

The winners selections reproduced in the typography annual, published by HarperCollins Publishers, are also displayed in seven exhibits that travel worldwide. In addition to celebrating outstanding achievements, the typography competitions and resulting annuals serve as important historical records of typographic trends, and are an invaluable resource for both designers and scholars.

Founded in 1946, the Type Directors Club is the leading international organization whose purpose is to support excellence in typography, both in print and on screen.

http://tdc.org/

SAN FRANCISCO, CA, May 25, 2009

The Perricone MD brand was founded by Dr. Nicholas Perricone, MD – an internationally recognized scientific expert in the fields of health, beauty, and anti-aging. The renowned dermatologist is also the author of five New York Times best-selling books. Perricone MD products are unique in that they are patented, researched and formulated by Dr. Perricone himself. They deliver powerful efficacious benefits with visible results. The range of products includes topical anti-inflammatory formulations to reverse and prevent damage to skin, as well as dietary supplements that are scientifically designed to promote healthy, youthful skin.

Known as the guru dermatologist to the stars, Dr. Perricone and the Perricone MD products have enjoyed extensive media coverage on Oprah, PBS, Larry King and in Vanity Fair, Vogue and The New York Times.

After an unsuccessful packaging redesign, that resulted in sagging sales and a loss of brand identity, Perricone MD turned to Concrete Design Communications Inc. to revitalize the brand. “We needed a firm that was very strategic, design driven and had a good understanding of Dr. Perricone and the brand”, says Daniel Giles, Sr. Vice President of Marketing.

Concrete developed a comprehensive campaign that involved updating the visual identity, creating new packaging design, overhauling the website, and developing both brand and tactical advertising. The design approach was a modern interpretation of traditional apothecary – understated, elegant typography, scientific photography, and frosted amber glass. Another key component was reintegrating Dr. Perricone as the “face” of the brand.

Sales and Media Information:

Perricone MD achieved over $100 million in sales in 2008. The media plan started in March 2009 issues and will continue until December 2009. Publications will include: Vanity Fair, W, Lucky, Allure and In Style.

This campaign’s strategy is to drive traffic to Sephora. All products will be exclusive to Sephora. ($2+ million spend)

New product launches will include HP Eye Lift (Feb launch) and No Foundation, Foundation (June launch).

The fall media program will focus on Cold Plasma – Dr. Perricone’s latest innovation. The media plan will start with November issues and will continue through 2010. The strategy of this campaign is to drive traffic to PerriconeMD.com. Publications include W, Lucky, Architectural Digest, Marie Claire and The New York Times. In addition to these publications, Perricone MD will also launch a on-line ad campaign to support Cold Plasma.

Contact Information:

Daniel Patrick Giles
SVP Marketing
Perricone MD
432 Clay Street, San Francisco, CA. 94111
T 415 694 8204
dgiles@nvpmd.com
www.perriconemd.com

SAN FRANCISCO, CA, April 29, 2009

Communication Arts magazine has featured Concrete’s rebranding program for Canadian fashion icon, Linda Lundstrom, in the Exhibit section of their website.

Established in 1959, Communication Arts magazine is the leading trade journal for visual communications. It's the largest creative magazine in the world and showcases the top work in graphic design, advertising, illustration, photography and interactive design. Their on-line component, Exhibit, features new and innovative projects in graphic design and advertising from around the world.

http://www.commarts.com/exhibit/lundstrom-brand-campaign.html

NEW YORK, NY, April 13, 2009

The American Institute of Graphic Arts (AIGA) has included two entries from Concrete Design Communications in its 2009 awards annual – 365: AIGA Year in Design 30. The Spring 2010 Collection brochure for Lida Baday, and the Perricone Prescription catalogue, were among the 365 winners awarded. This year’s competition included over 3,800 entries from all parts of the world.

AIGA’s suite of competitions is widely recognized as the most discerning statement on design excellence today, extending a legacy that began more than 90 years ago. By means of the competitions, AIGA creates an authoritative chronicle of outstanding design solutions, each demonstrating the process of designing, the role of the designer and the value of design.

The selections in AIGA’s annual competition represent the best work across all disciplines of communication design and strategy, as chosen by a distinguished jury of design peers.

http://designarchives.aiga.org/

TORONTO, ON, March 23, 2009

When the iconic Canadian fashion label Linda Lundström was purchased by Eleventh Floor Apparel Ltd. (EFA), not only did they decide to shorten the name to Lundström, but they also turned to Concrete Deisgn Communications – an internationally acclaimed design firm based in Toronto – to reinvent the brand identity.

The essence of the redesign was a “less is more” adage of all visual elements – from simplifying and streamlining the logo, to creating simple, elegant, almost effortless fashion photography. Working closelywith the EFA team, Concrete carefully edited pieces from the collection for use in the campaign, to ensure the resulting imagery was fully aligned with the new direction of the brand.

Coverage of the new Lundström brand image has been featured in Elle Canada, Women's Wear Daily, and other media across the country.

Download PDF

TORONTO, ON, March 14, 2009

Concrete’s founding partners Diti Katona and John Pylypczak have been profiled by the Globe and Mail’s style reporter Amy Verner.

Read more

With a cumulative six-day readership total of just over 2,800,000, The Globe and Mail is Canada's oldest and most widely read newspaper.

NEW YORK, NY, December 08, 2008

The Spring 2008 collection brochure for fashion designer Lida Baday has been featured in the Graphis 2009 Design Annual.

First published in 1944 in Zurich, Switzerland, Graphis produces annual series of books featuring the world’s best in graphic design, advertising, photography, annual report design, poster design and new talent.

www.graphis.com

TORONTO, ON, November 17, 2008

Applied Arts magazine has included five entries from Concrete Design Communications in its 2008 Design & Advertising Awards issue. Concrete’s winning entries include: shopping bag and box design for fashion retailer Aritzia, the May 2008 issue of Azure magazine, the Spring 2008 collection brochure for fashion designer Lida Baday and Holt Renfrew’s Little Black Book of Summer Beauty 2008.

Applied Arts is Canada’s premier magazine of visual communications. For more than 20 years, it has featured imagery, strong opinion, timely information and essential industry insight to its readership of senior creative professionals in graphic design, interactive design, advertising, photography and illustration.

SAN FRANCISCO, CA, October 20, 2008

Communication Arts magazine has included Concrete’s shopping bag design for fashion retailer, Aritzia, in its 2008 Design Annual.

Established in 1959, Communication Arts magazine is the leading trade journal for visual communications. It's the largest creative magazine in the world and showcases the top work in graphic design, advertising, illustration, photography and interactive design.

http://www.commarts.com/annuals/2008-Design/winners

BEVERLY, MA, August 22, 2008

Concrete founding partner, Diti Katona, has been prominently featured in Masters of Design: Logos & Identity by Rockport Publishers. The 130-page volume features 29 of the best logo designers from around the world. Each profile delves into the designer’s process, passions, and techniques for successful logos and identities.

Hundreds of logos and identities are featured in this inaugural volume of the Masters series, ranging from simple marks to full-scale identity programs.

Rockport Publishers creates source books for professional designers and artisans in all areas of visual communication. Its books present the most talented design and art studios from around the.

http://www.rockpub.com/description.asp?isbn=9781592534418

Download PDF

CINNCINATTI, OH, June 16, 2008

Concrete founding partner, Diti Katona, has been featured in a new book by Armin Vit and Bryony Gomez-Palacio, Women of Design.

Published by HOW Books, the 256 pages document the contributions of women designers divided into three groups, representative of the time in which their influence was most heartily felt: Groundbreakers, Pathfinders and Trailblazers. Katona is featured as a Design Pathfinder.

http://www.underconsideration.com/womenofdesign

Download PDF

NEW YORK, NY, May 23, 2008

The Type Directors Club (TDC) has awarded Concrete’s poster invitation design for fashion designer Tevrow + Chase in its TDC53 Typography Competition.

The winners selections reproduced in the typography annual, published by HarperCollins Publishers, are also displayed in seven exhibits that travel worldwide. In addition to celebrating outstanding achievements, the typography competitions and resulting annuals serve as important historical records of typographic trends, and are an invaluable resource for both designers and scholars.

Founded in 1946, the Type Directors Club is the leading international organization whose purpose is to support excellence in typography, both in print and on screen.

http://tdc.org/

NEW YORK, NY, April 13, 2008

The American Institute of Graphic Arts (AIGA has included six entries from Concrete Design Communications in its 2008 awards annual – 365: AIGA Year in Design 29. The Spring 2008 collection brochure for fashion designer Lida Baday, and several issues of Azure magazine were among the winners.

AIGA’s suite of competitions is widely recognized as the most discerning statement on design excellence today, extending a legacy that began more than 90 years ago. By means of the competitions, AIGA creates an authoritative chronicle of outstanding design solutions, each demonstrating the process of designing, the role of the designer and the value of design.

The selections in AIGA’s annual competition represent the best work across all disciplines of communication design and strategy, as chosen by a distinguished jury of design peers.

http://www.aiga.org