Signage Satisfaction: Recreating one of the most famous band identities on the planet

by | 23 August 2019 8:37 am

By Hallie Gordon and Kenneth Tschernow

Alongside their agency partners, North Marketing Solutions Inc., a Toronto and Hamilton-based full-service marketing agency which specializes in design/build, printing signage, lighting solutions, and retail displays, was exclusively selected to create promotional concepts to make the national concert announcement.

As a marketing solutions firm, the company’s first thought was not only to go big, but to also take into consideration, given the grand scope of the announcement, a concept that would cause a stir, create a buzz, and grab attention—on a national level. To accomplish this, it was decided that a series of larger-than-life branded statues as installations of the band’s iconic ‘lips’ logo would be just the ticket.

Through a guerilla marketing plan—where the giant lip statues were dropped overnight in multiple locations across Ontario—the replicas of the band’s iconic symbol produced more than 80 million impressions worldwide via news coverage and social media hits from people snapping pictures, taking selfies with the statues, and sharing, liking, and commenting on the posts.

What makes this symbol so iconic?

The beloved Rolling Stones ‘lips’ logo has been etched into the consciences of rock ‘n’ roll fans for generations, across any and all borders. Some say it is one of the most recognizable musical associations. That said, North Marketing Solutions would not be the first to bring the ‘lips’ to life in 3D form. The company found many beautiful re-imaginings and renderings in existence; however, it was felt they deviated too far from the original magic of John Pache’s 1970s design. They just did not elicit the same nostalgic and titillating reactions as the archetype. Therefore, restraint and respect to the original design needed to be conveyed. Although this presented some hurdles, they were practical ones. For example, how would the statues be transported, set up, and torn down efficiently and effectively? Tackling these hurdles were key components to the design process.

Tight-lipped

The statues were ultimately designed to consist of three separate pieces: lips milled out of marine grade medium-density fibreboard (MDF), a steel baseplate inclusive of a vertical post, and an MDF cap for the base. These components needed to be efficiently loaded, transported, unloaded, moved into position, and assembled at each display location—in some instances with a tight turnaround time.

This is where some of this build’s invisible, but essential, design elements were implemented. Maneuvering the large, heavy, and awkwardly shaped 3D logo presented a huge challenge where a custom transportation solution would also require design. The statues needed to have the ability to wheel around on their side and fit through doors, elevators, etc., but would also need to lay horizontally for assembly. In essence, what the company designed was a functional shipping crate that was also used to prop the statues in position for inserting the essential, and extremely heavy, baseplate.

The statues comprised 16 layers of MDF, which were cut one by one using a computer numerical control (CNC) router and stacked onto each other back to front. This process is similar to 3D printing, but much more manual in nature. North Marketing Solutions’ in-house design team created the cut files, which were typical flat vector files.

Once the layers were assembled, the CNC was then programmed to create rounded and curved surfaces and edges. The statues required many hours of sanding to achieve the final desired shape. All surfaces were primed and painted using an automotive-grade epoxy coating capable of protecting the statues from the elements, as they were being displayed indoors and outdoors.

‘Lip’ service

The construction of the statues’ backing was up for debate. The team concluded the most sensible option for using the back was to treat it as additional signage. That said, the company’s in-house, large-format print department used its new HP latex printer to produce vinyl graphics with the “No Filter” campaign messaging. There was just enough information to hint and tease the concert was forthcoming, but with no mention of the actual venue.

The statues, while promoting the upcoming event, also tantalized those who saw them as they did not mention the band’s name or the location of the concert anywhere. They simply displayed the band’s recognizable logo, the name of the tour on the backside of the 3D statue, and the concert date—that is all. Fans and interested parties had to do a bit of sleuthing themselves for the actual concert announcement details. The statues, combined with the unknown, is what created all of the hype.

North Marketing Solutions then had to address the challenge of where to display the statues so they would make a big impact once they were revealed. Heavily trafficked areas dense with the concert attendee demographics had to be identified, especially for such a short-term rollout. Therefore, the team had to confidentially scout locations, inquire about rental prices, abide by any rules, and acquire city permits for display purposes—all while not being able to reveal the campaign itself.

In co-ordination with its clients, North Marketing Solutions arranged for display in such hotbed locations as Union Station—the busiest train station in Canada, Toronto Eaton Centre, the Auto Show, as well as other prime tourist and shopping destinations.

In co-ordination with their agency partner, the company also arranged for Rolling Stones concert video content to be projected onto a multitude of buildings and structures throughout the province as an additional way to tease the public of the upcoming event.

As a result, fans flocked to Google with the question: “Are the Rolling Stones coming to Toronto?” This indicated the teasers were working.

Licking one’s lips

Following the initial concert tease and official announcement, the statues eventually made their way to the Burl’s Creek Event Grounds where they were displayed during the concert event. North Marketing Solutions received numerous inquiries throughout the campaign from eager fans, businesses, and charities all wanting to know how they could get their hands on one for their own use.

North Marketing Solutions started as a large-format printing company mainly serving the experiential marketing and retail industry across Canada. With its clients demanding more custom-fabricated displays and signage, they adapted by opening a fabrication company called North Design Build. Each job starts with a design, which typically includes a computer-aided design (CAD) drawing and 3D model. The advantage of North Marketing Solutions’ process is its clients are able to see exactly what the end product will look like—even before it is produced. The shop’s in-house fabrication capabilities include plastic, wood, and metal, as well as a range of other unique materials and processes. Combining these with the company’s printing capabilities, it can produce virtually any display imaginable.

North Marketing Solutions’ is somewhat of a ‘fun factory.’ According to the company’s director and owner, every day is different as clients continuously challenge them with unusual and surprisingly unique ideas for displaying their brands. The company is regularly creating things that are awe-inspiring, attract attention, and create a positive experience for consumers. The office is constantly populated with things that bring the team joy. Vending machines and teeter-totters (from old campaigns) fill the lobby area and are a fun way to brighten up the day. North Marketing Solutions is in the business of making consumers excited about the brands it represents, and the team cannot see themselves doing anything else.

Kenneth Tschernow is the head of North Marketing Solutions and North Design Systems Inc. He oversees the company’s unique and talented team to great success. His skill as a leader is in identifying and growing individual needs and strengths for both clients and teammates, which leads to cutting-edge collaborations and work within the industry. Tschernow’s background in global print marketing and digital communications, along with his understanding of corporate branding, gives clients the competitive edge to compete and succeed on a global scale. He can be reached via e-mail at kennetht@northmarketing.ca.

With an eye for detail, phenomenal work experience, and an educational background in business, art history, and writing, Hallie Gordon brings a unique blend of organizational, creative, and financial skills to North Marketing Solutions and North Design Systems Inc. She ensures the company’s back end runs efficiently with an appreciation and collaboration for the front-end design work achieved by the team. Gordon is a graduate of the University of Western Ontario and George Brown College in Toronto and can be reached via e-mail at hallie@northmarketing.ca.

Source URL: https://www.signmedia.ca/signage-satisfaction-recreating-one-of-the-most-famous-band-identities-on-the-planet/

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