Just Because…

Last night we declared a temporary truce in fighting over pitches and awards, and headed over to Wolff Olins to see their latest ‘Because’ talk by Paddy Harrington of Bruce Mau Studio. Introduced by one of branding’s leading ladies, Marina Willer, Paddy was invited to share his experiences as Executive Creative Director of the Canadian design firm.

Recently the Bruce Mau Studio made designers, strategists and art students around the world positively swoon with their ‘living’ identity for OCAD University. It was fantastic to hear about the story and approach behind the final marque, which integrates a flexible window for student work to be featured in within the architecturally-inspired logo. Having recently gone through a similar process with UAL here in London, it was great to learn how BMS created an identity for the process, so as to engage students, faculty and staff in the transformation. The new identity was launched through a beautifully-executed video (left), which told the story of the University’s heritage, modernity and future.

Other work which raised a few smiles in the audience included the Gay/Lesbian/Bi-Sexual retirement complex, which used an iPad App to garner feedback as the complex was in development. And quite possibly the world’s best clock ever conceived.

Would also like to give a massive shout out to Wolff Olins for laying on a properly sumptuous tea. You had us at “buffet”.