Catalyst reports are flagship thoughtware publications from Deloitte’s Future of Canada Centre, an organization which facilitates the exploration of important national issues to help propel Canada into a new age of growth. An elevated, modern editorial approach expresses calm and contemplation. The thoughtful use of negative space, scale and contrast create drama and reinforce key messages and themes. The idea of “framing” is expressed in both implicit and explicit ways, representing the Future of Canada Centre’s mandate to highlight the important issues, generate new insights and perspectives, and bring the future into focus for Canada. The identity also maintains a strong connection with Deloitte’s master brand by adhering to the four brand codes defined within the brand guidelines: Logo, Circle, Colour, and Personality. The first Catalyst report achieved a download rate 28% higher than the internal benchmark, with LinkedIn and social media engagement exceeding industry benchmarks and page views hitting above average results.

 

CREDITS:

DIRECTOR, HEAD OF AGENCY: DEBORAH PETERSON

CREATIVE DIRECTOR: MONIQUE AH-SUE

ART DIRECTORS: JORDAN BAMFORTH RGD, JEAN-PHILIPPE CYR

DESIGNERS: JULIE CHARRON, GABRIEL CZAP-COELHO, ERICK CASTANEDA, JESSICA DEVAAL

VIDEO EDITING AND MOTION GRAPHICS: RICHARD LANTHIER, EDO CUALLO (EXT), MARC NAHAS (EXT)

EDITORIAL: LIZ CROMPTON, SYLVIE PERRIN