When Wardé approached us back in 2005, the furnishing fabrics retailer was already a household name in Lebanon and an establishment with a history going back to the 1880’s. In addition to a few attempts at a revisited identity which never saw the light of day, our work for Wardé was concentrated on communication design channelled through a variety of outdoor and print media, as well as sponsorship programs, end-of-year messages and giveaways. Known for an impressive catalog of textiles, the Wardé brand demanded a communication approach focused on just that: putting the product at the forefront and expressing through multiple visual mechanisms the idea of rich variety and infinite choice.
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MTG-Wardé-Overview-Logo on leather
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MTG-Wardé-Overview-Different objects
Fabric, both actual and reproduced, is at the heart of Wardé’s range of greeting cards and promotional objects.
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MTG-Wardé-Overview-Magazine ad campaigns
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MTG-Wardé-Overview-Bilboard ad campaigns
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MTG-Wardé-Overview-Website
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MTG-Wardé-Overview-Calligraphy sketches
For our shot at revisiting the identity, a number of customized calligraphic signatures developed by artist calligrapher Samir Sayegh were considered.
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MTG-Wardé-Overview-Identity option 01
Developed in collaboration with artist calligrapher Samir Sayegh, this calligraphic mark makes for a particularly intricate pattern.
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MTG-Wardé-Overview-Identity option 02
Developed in collaboration with artist calligrapher Samir Sayegh, this calligraphic mark neatly acts as a dynamic corner device.
The “spectrum of fabrics” concept was consistently applied throughout Wardé’s communication material with utmost purity and simplicity. Flat reproductions of an array of eye-catching textiles bring the audience closer to the product and allows for the appreciation of its details and nuances. Multi-visual campaigns become a celebration of colors, patterns and designs adorning the streets of the city and the pages of newspapers and magazines.
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MTG-Wardé-Advertising-Billboard installed
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MTG-Wardé-Advertising-Billboard patterns
Cut from a different cloth
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MTG-Wardé-Advertising-Billboard sale patchwork
An actual arrangement of fabrics was sewn to scale for this sale billboard campaign.
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MTG-Wardé-Advertising-Magazine ads artisan
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MTG-Wardé-Advertising-Magazine ads three pages
A 3-page magazine ad multiplies the idea of choice visually and conceptually.
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MTG-Wardé-Billboard chance campaign
Through a playful approach that creatively uses the way billboards are printed in pieces of 8, this award-winning campaign uses a network of 800 billboards with 800 distinct visuals within a reasonable production budget. 16 different fabrics (equivalent to 2 billboards) were reproduced and the assembly of each billboard was left to Pikasso’s installation team who had to choose 8 pieces as long as the Wardé logo and the sale message appeared on every billboard. The result is a rich multivisual campaign with more than 149 million combinations (149,022,720 to be exact) that was only revealed once posted! Even with 800 billboards to fill, the chance of a combination repeating itself was close to zero.
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MTG-Wardé-Advertising-Newspaper ad vertical
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MTG-Wardé-Advertising-Newspaper ad two pages 01
Teasing through the pages
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MTG-Wardé-Advertising-Newspaper ad two pages 02
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MTG-Wardé-Advertising-Byblos ad
The theme of sound was adopted for an ad in the review published by Byblos Festival, Lebanon’s ultimate summer music event.
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MTG-Wardé-Advertising-Billboards zoom in
With such a variety of fabrics and textile designs at our fingertips, the pool of ideas for Wardé’s end-of-year messages and promotional material never ran dry. Rarely does the product at hand present such a rich well of visual goods to be played with and fashioned into positive wishes and beautiful things.
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MTG-Wardé-Greetings-Decorations
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MTG-Wardé-Greetings-Pop up 01
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MTG-Wardé-Greetings-Pop up 02
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MTG-Wardé-Greetings-Wrapping paper
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MTG-Wardé-Greetings-Greeting card 2008
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MTG-Wardé-Greetings-Planner inside 01
Plan your days with style
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MTG-Wardé-Greetings-Planner inside 02
Plan your days with style
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MTG-Wardé-Greetings-Planner inside 03
Plan your days with style
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MTG-Wardé-Greetings-Planner inside 04
Plan your days with style
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MTG-Wardé-Greetings-Planner covers
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MTG-Wardé-Greetings-Notepads
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MTG-Wardé-Greetings-Tea
For 2011, Wardé offered tea boxes from Awan, another client of ours.
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MTG-Wardé-Greetings-Wine
For 2010, Wardé offered wine bottles from Le Comptoir, another client of ours
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MTG-Wardé-Greetings-Cushions
In sponsorship of the Al-Bustan Festival for classical music, cushions for the seats were a much welcomed gesture.
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MTG-Wardé-Greetings-Bustan 01
In sponsorship of the Al-Bustan Festival for classical music, the lyrics of the recitals were presented to the audience in a delicately crafted fashion.
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MTG-Wardé-Greetings-Bustan 02
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MTG-Wardé-Greetings-Beach bags
