What happens when you invite 12 rival design agencies to do posters for each other: SEA for Brand Union

The Drum invited 12 rival design consultancies to do posters for each other. Well why not? They always advise clients not to attempt their own creative work on the grounds they might be too close to certain issues to be objective. And we thought it might be a good way of marking the international day of peace. To that end the posters were launched that day - 21st September - at the famous Podge Design lunch. But our online community will now be getting a chance to see the work too. Over the course of this week we will show what happened when the 12 suspended hostilities to respond to a brief from one of their competitors.

Below is the work agency SEA did for Brand Union, together with the original brief and a rationale. This afternoon we will reveal what Brand Union did for SEA.The Brand Union's BriefBackground:Founded 1976 by Terry Tyrrell, who is still our chairman and works as hard as anyone in the network. We were one of the first agencies acquired by WPP on its inception in 1986 and now have 550 people in 22 offices around the world and are one of only a handful of truly connected global networks.What you would like your poster to say about you?Just because we’re big, doesn’t mean we’re corporate and boring. We have some incredible creative credentials, people and we’re also an agency in transition – we brought Digit into The Brand Union earlier in the year, and are starting to change the way a “big global network” is perceived.Who should your poster be aimed at?Above all I’d like it to be a rallying cry for great, young creative talent – boutique independent design studios are not the only way forward!What do they currently think of your agency?Big, established, corporate, expensive.What you would like them to think of your agency after seeing the poster?We want them to say big can be beautiful, creative and innovative; it can also be a great place to do the best work of your life.Mandatories: The Brand Union and Digit names.

SEA's poster for The Brand Union

The Rationale by Bryan Edmondson, co-founder and creative director, SEA DesignThe poster’s fairly self explanatory. However, the brief seemed to be edging me in a certain direction, to look at The Brand Union in a certain way. I found it interesting they would use these words so I thought it would form the basis of the poster. However the idea of the poster lies in that my agency is relatively small (and smaller agencies tend to want to get bigger).Hence, ‘Maybe Big Can Be Beautiful’. I have also set the type in the Vodafone font which was designed alongside The Brand Union.

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