Detour Gold – Getting it Right Campaign
Project Brief: To create a visual identity system for a campaign to promote the “Mission and Values” of Detour Gold, a Canadian intermediate gold producer.
My Role: This visual identity system was created by myself along with the team at Fusion Design Group. My role included, art director, lead designer and development/execution of the campaign.
Concept: The Mission and Values of Detour Gold is all based on one main sentiment, “Getting it Right” this is not only about efficiency, but also about safety. The system is broken up into five values, Respected, Engaged, Accountable, Committed and Honest. We used these as a backbone to create the visual system. The word marks needed to be strong, bold and appeal to an audience of predominantly males. We wanted them to visually echo the look of a stamp of approval, something that looked positive and energetic, not mandated. Each word mark needed to stand out on its own, but at the same time work well together as a system. We chose a colour palette that was built off of the main Detour Gold brand palette, but added in neons and light blues to really make the collateral stand out.
Results: Employees at the mine were very engaged by the campaign. Different items of clothing and “swag” were created to promote the new system and employees were super excited to wear the items with pride. Employees at the corporate level of Detour Gold received great feedback about the campaign. Fusion Design group has since been rewarded numerous other projects with Detour Gold including updating the overall visual identity system.