Poster for Self-promotion by Genesys Creative

---

CLIENT

Genesys Creative is a graphic design firm based in Toronto, Canada, focused on branding and marketing strategies for mid-to large-size corporations.

---

BRIEF

We worked with illustrator Ben Weeks to create 165 icons in his unique style. Printing required three hits of metallic gold on a large format UV press, plus two hits with opaque metallic silver to ensure the solid metallic effect on the icons. A huge die was made. The centre calligraphy title is debossed with a clear foil.

---

APPROACH

We researched and brainstormed on winter holiday traditions, stories, and symbols related to our rich multifaceted culture and traditions in Canada. We then created concepts of various icons that remind us of our experience in the holiday season: fireplace channel, inflatable Santa, funny and not so funny gifts. Then we tweaked some icons to inject some humor in the poster so it’s fun to read. The intention is to portray love and warmth.

PRODUCTION LESSONSWhen the posters arrived from the printer, it was right on the deadline to mail them to the United States. We rushed to the post office after loading huge bundles of mailing tubes into a van cab. The post office refused to mail them because they didn’t want to process so many things—we were furious. We mailed the few Canadian ones that they allowed, and to our US clients we can say: look for yours this Christmas. Family members helped us with local deliveries after we discovered batchgeo.com (which plotted the locations of local recipients on google maps). It was great seeing people, and we had a record quarter as a result.