The One That Got Away
Art + Design | Blog | In The Studio
It’s fair to say that no agency has a 100% success rate in winning pitches, but everybody gives it 100% when they present to the client. Now, a lot of time (and web-space) is given over to the outcome of successful pitches, and rightfully so. But as creatives who live and breathe what we do every day we’re like proud parents of all the ideas that we bring into being, even the ones that don’t make it over the finish line. This project is one of those. As a result of our branding the 2012 Eurovision Song Contest, we were able to spend a bit of time in Azerbaijan, a fascinating country that has had a taste of international celebrity and is now hungry for more. We were invited to pitch for the new brand identity of the Heydar Aliyev Cultural Center, named for the man who is broadly accepted as the architect behind modern-day Azerbaijan. The key visual element to this identity was inspired by the shape of the centre itself which was designed by Zaha Hadid Architects. We extrapolated from that to turn it into a whirling spearhead of progress. Suffice it to say we did not win the pitch, but we really enjoyed working on this concept and we’re unapologetically proud of the work that our designers produced. We’re excited to see what the successful new identity for the Heydar Aliyev Cultural Center turns out to be when it launches in the none too distant future!