A distinctive illustrative language

Every business needs creative tools to tell its story. For Coty the need arose whilewe were developing the first set of Global Smart Policies on topics as dry and unpalatable as cost efficiency, spending, travel, expenses and meeting etiquette.

We decided to evolve a unique visual language derived from the curvaceous characteristics of our bespoke font Coty Sans, which we designed as part of the new visual identity.

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Design for longevity and sustainability

What we needed was a linear drawing style from which we could design any number of icons and which could evolve into a story-telling tool. And so we began the process of designing a new graphic language, with a particularly distinctive linear style. The next challenge was to work out how to apply a system to the design, to ensure consistency of production, no matter who needed to produce the ideas.

We wanted to build longevity and sustainability into the language using a design framework, so Coty wouldn’t always need to come to us to create new imagery.

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Systematic artistry

A grid system was designed, so that all icons would sit comfortably within the same space at the same line weight. This system of icons could also be used to tell stories by adding in conductors or joiners, allowing us to put individual icons together to create much bigger, master illustrations.

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A unique, ownable brand asset

Coty now has a unique and completely ‘ownable’ illustrative language that is constantly alive, can adapt to any challenge and can be used in communications as diverse as wayfinding and signage to animation and storytelling, with equal impact and panache.

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Client

Coty

Project

Brand Communications

Sectors

B2B
Fashion & Retail

Disciplines

Animation
Branding
Communications
Signage
Visual Identity
Wayfinding

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