Late in '08, one of our favorite collaborative partners came to us to discuss a full identity and business papers redesign. MJCO is one of Montréal's premiere independent print production manager-brokers, owned by Marie-Josée Legault (the MJ in MJCO). MJCO works with design studios and corporate clients - bringing together the best designers, printers and finishers in Montréal to produce consistently stunning printed work.

When we embark on an identity project (we love doing identity work), we set clear communication objectives - defining and synthesizing the unique characteristics or USP of the brand, and then studying and transforming those notions into unique, clever, compelling visual statements through texture, color, image and typography. The sensorial experience of a business papers suite communicates as much as what is written all over it. 

Our needs assessment session with MJ brought an important communications platform quickly to light that wasn't being leveraged : MJ herself! As an independent business owner, the perception of the company is in fact the perception her clients hold of her personally - she is their only contact - her unique brand of client service, her attention to detail, etc - it's all about her. At first it seemed almost cliché, but the more we pursued it the more it continued to make sense.

There's great storytelling power in delivering a visual experience that resonates with the brand experience (or personality in this case), it is crucial. It creates the loyalty and longevity that transcends trends and branding for branding's sake, and it's an approach that we strive to bring to the forefront on all assignments.

All our decision making was focussed on matching MJ's personality with the toolset mentioned above -paper selection, color, typography, special printing processes (add a dab of illustration). Her bold and refined personality was translated onto the system using a dark charcoal metallicized ink - tempered just right on uncoated paper to add a subtle sheen and irridescence to it. 

This lead-by-example thinking played heavily in our design studies - her own identity obviously also being a great vehicle to showcase a number of different high end print techniques and to convey the notion of attention to detail that she is known for and the creative design market that she serves.

We treated the lockup of MJCO with 2 processes - a complimentary duality that puts MJ front and center. Firstly, MJ is printed with a double-hit of a blazingly bright orange (a custom ink mix - more on that in a moment), and then the thin type is embossed from the back, creating a subtle and tactile effect. The CO portion is then foil stamped with a pearlescent clear foil like frosted glass, but with no printing, making it pick up the color from the metallic ink underneath and playing a secondary more sophisticated role.

Here's a detail of the two treatments : the hairline type "MJ" again is embossed in register with the print so it is raised off the card while the foil stamp is pressed into the card. Sexy!

Like all good designers, we took the assignment of the principal identity's main orange color to the extreme - making several draw-down ink tests in order to achieve perfection. We found it for this project in Pantone Orange 021 - two back to back hits of it for rich color saturation (this color is unachievable with a single pass of any Pantone). Crazy detail? Yeah. But it looks hot! Especially on the inside of the envelopes and the back of the letterhead. 

Here's some of the initial color test fun. Thankfully the printer was a friend of MJ's and was patient with our exhaustive study.

We applied this duality concept to a complete suite of business papers, including business cards, letterhead (2 alternate designs using different color treatments), #10 envelope, a large format mailing envelope, a pocket-folder for presentation materials, mailing labels, and a really fun large format high-end paper job bag for delivery of proofs or print samples hot off the press.

Here's a few pics of the special JOB BAG :

Finally, her trademark phrase - "Pas de Souci" (translated means "no worries") - was then leveraged by integrating it in unique places throughout the identity materials - each designed to create a notion of surprise and demonstrate that her attention to detail permeates the entire MJCO experience. Inside the #10 and mailing envelopes; inside her presentation folders; broadcast on the side of her job bags, and in her web URL itself.

Check out the system :

We're very happy with the results, but would love to hear what you think. Please comment on it!

Bob - Bob is Dynamo's Creative Director, a mutlidisciplinary director / designer responsible for ensuring that our work hits strategic targets, demonstrates creative innovation and compels our client's audiences to take action. He firmly believes good design can enrich experiences, enhance communication and ultimately change the world.