The Globe and Mail has been the official Canadian representative for the Cannes Lions Festival of Creativity for the last twenty years.
They asked us to develop a fresh, cohesive identity that speaks to the Canadian focus while bringing in French Riviera vibes—even providing playlists in their brief for inspo!
We dusted off our high school French to come up with a framing device for the system, using the language to demarcate their series of events: Pré Cannes, Canada À Cannes, Après Cannes—and adding a series of phrases for a fun, friendly touch throughout.
Visually, we landed on the idea of ‘Postcards from Cannes’—leaning into an elegant typeface with Art Nouveau proportions paired with sunny riviera-inspired photography.
The result is a bold scalable system that can be applied effectively to a wide range of extensions, including e-vites, posters, ads, signage, social media, merch and more.
“It was a milestone year for The Globe as we celebrated 20 years as Canada’s official representative to the Cannes Lions International Festival of Creativity. I couldn’t have asked for a better creative partner than Studio Wyse to help reimagine and elevate our visual identity.
From event branding systems and comms templates to custom merch (those matchbooks! that broadsheet paper!), their work helped The Globe show up with clarity, cohesion, and undeniable style.”
For the cover of the custom 8-page newspaper, illustrator Giacomo Gambineri built a world around the theme of Canada in Cannes – including numerous Canadiana references (see if you can find the trash panda) and other nods to the festival. Plus, some spots for a witty weather forecast!
Inside, the paper features advice from award-winning creatives, past Grand Prix & Titanium award-winning work, and Q&As with Canadian talent heading to this year’s festival paired with photos from the Pré Cannes event by Albert Hoang.
