Place Branding of Wallonia ( Belgium )
initied by The Walloon Government through AWEX ( Wallonia Export / Investment )
and WBI ( Wallonia Brussels International )
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Development of a graphic identity for and with the agency VO communication ( Brussels )
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The origins of the project
Walloon Government has initiated a project to create a new brand for Wallonia.
To do this, a study was conducted by the agency McKinsey & Company
has highlighted the foundational elements of the new branding strategy for Wallonia.
These building blocks, building pillars positioning Wallonia (its DNA),
intended to affirm the fact that Wallonia is a region open to the world.
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the matrix
a logotype
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DIFFERENTIATOR COMPONENTS SYMBOL
ELEMENT
initial uncommon 5 key points 5 dots = Wallonia
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impact / lisibility
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the inspiration
a baseline
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the language
an algorithmic system
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5 dots ( Wallonia )
into a raster ( The World )
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aura
33 dots
connected by the diffusion
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possibilities of different dynamic axes around symbol "W"
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illimited color combinations
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layers of contrasts & transparencies
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exploration
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the spirit
4 auras for wallonia.be
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graphic univers
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© Wallonia.be
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Edition + Art direction
Pascal Broze ( reporters.be )
Productions du Dragon s.a. / Google
special thanks to Sang-hoon Degeimbre ( photo below )
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advertising canevas
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Director : Christophe Dumoulin / Production : Kaos Films
Motion design: Kaos Films - Boris Wilmot / Musique: Girls in Hawaii – Some Groove
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adoption of graphic grammar
2 exemples of walloon institutions
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AWEX
wallonia export investment
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step 02 / aura
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step 03 / specific graphic univers
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CGT
wallonia tourism
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Client
Walloon Government
AWEX + WBI
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Agency
VO communication
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© photos
reporters.be
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Films production
Kaos Films
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Thanks to
Patrick Parmentier, Jacques Jadoul, Michel Huvenne, Patrick Lauber, Didier Vanden Brande,
Marie Ledru, Didier Tellier, Alice Delacoix, Christel Leentjens, Franco Dragone,
Pascal Broze, Sang-hoon Degeimbre, Laurent Cliquet, Hubert Canart, Joelle Cerfontaine,
Catherine Langue, Daniel Danloy for your trust, enthousiasm and your heart.
visit wallonia.be
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