AGENCY REBRAND / BRAND PLAYBOOK
C2 International
Brand Persona & Playbook
C2 International, founded by SidLee and Cirque Du Soleil, is an experiential agency renowned for organizing the globally attended annual creative business conference, C2Montréal. Seeking to redefine their identity beyond their flagship event, they tasked us with creating a distinct, impactful new identity and brand playbook to shape the future direction of the C2 mother brand.
AGENCY / FREELANCE
ROLE / CREATIVE DIRECTOR, ART
PARTNER / MATTEO MAS CAPALDI, CREATIVE DIRECTOR, COPY
We built a robust playbook that included the following—
01. Conceptual & strategic approach - A strategic analysis of the brand and competitors, the context, challenge, opportunity, and conceptual direction for the future of the brand, 02. Tone & voice - Brand attributes, brand persona, brand tone, brand manifesto, and brand mantra, 03. Visual identity - Design system, approach to color, color palette, and applications 04. Typographic recommendation - font selection, pairings, and color principles, 05. Design applications on web and social, 06. Dynamic applications Including an animated landing page, fluid mission statement, reactive portfolio, case study application, and sample social launch post, and 07. Further design recommendations what the brand could explore when continuing to build out their design ecosystem.
We then applied that design language to their Creds Deck—
and reimagined the way they showcased their case studies—
The design ecosystem formed the foundation for their 2024 sizzle reel—
