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Why Does Helvetica Feel So Good? Asks Zulu Alpha Kilo for This Design Conference

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Agency launches bold, tongue-in-cheek 'Speak the Truth' campaign for the RGD's DesignThinkers conference in Toronto

Why Does Helvetica Feel So Good? Asks Zulu Alpha Kilo for This Design Conference
RGD (Association of Registered Graphic Designers) is hosting the DesignThinkers conference in Toronto. The theme of the conference is one that resembles how most designers approach their craft: bold and without apology. ‘Speak the Truth’ is a concept developed by Toronto-based creative agency Zulu Alpha Kilo and focuses on exposing the truths of design around us, in a humorous, relevant, and sometimes provocative manner.

The honest approach can be seen throughout all of the various touchpoints – from posters that read ‘Why does Helvetica just feel so good?,’ to lanyards that point out the obvious when it comes to a designer’s attire, ‘Oh look, a sea of people wearing black,’ along with animated digital boards, balcony banners, floor vinyl, bathroom stickers and printed posters. Many of materials call out specific ‘Toronto’ related design truths, all through the lens of the city. One poster calls out the Gardiner Expressway, the city’s dilapidated highway with the line ‘Everyone knows the Gardiner looked better as a concept.’ Another takes aim at the Toronto Transit Commission with the line ‘The best part of the TTC is the subway station typeface.’ Even Toronto’s long-suffering sports teams are poked fun at in a poster that reads ‘We think the greatest thing about Toronto sports teams are the logos.’

Hilary Ashworth, executive director of RGD, said: “The Zulu team has done an exceptional job over the past year in bringing the theme of the conference to life. Each element taps into truths that mirror the design community – and allows those in attendance to truly speak their minds and share their opinions with their fellow designers.”

In addition, Zak Mroueh, founder & chief creative officer of Zulu Alpha Kilo, says: “Conceptualising the Toronto DesignThinkers conference was a huge honour for the agency. We focused on common truths that most designers often think, and we even poked a bit of fun of the city we live in.”

The below videos will be running at the conference between speakers, and feature prominent Canadian designers. 

The Toronto DesignThinkers conference is a two-day event where designers and speakers alike are given a platform to share their unique point of view on branding, trends, communications technologies and design management. The conference is taking place on October 24-25 in Toronto at the Sony Centre and St. Lawrence Centre for the Arts.

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Music Company: Zulubot


Edit Company: Zulubot

Editor: Jarvis Alston

Post Production / VFX

Post Production Company: Zulubot

Colourist: Zulubot

Production Company

Production Company: Zulubot

Director: Jesse Hunt

Production Manager: Jenna Peel

Casting: Ground Glass Media


Sound Company: Zulubot

Sound Engineer: Dino Cuzzolino


Advertiser: Association of Registered Graphic Designers (RGD)

Clients: Hilary Ashworth, Karin Heinsch, Kim Wells, Rebecca Dudgeon

Creative Agency

Creative Agency: Zulu Alpha Kilo

Creative Director: Zak Mroueh

Art Director: Michael Romaniuk, Charline Fauche-Simon

Producer: Teresa Bayley (print), Cherie O’Connor (film)

Design director: Ryan Booth

Designer: Ryan Booth, Gala Tanaskovic, Jack Curtis

Writer: Patrick Godin, Angeline Parsons

Account Team: Erin McManus

Studio Director: Greg Heptinstall

Studio Artist: Anna Harju, Ashleigh O’Brien

Genres: Animation, Comedy, People

Categories: Events, Sports and Leisure

Zulu Alpha Kilo, Thu, 25 Oct 2018 14:16:30 GMT