Essentails: A rich and sophisticated Parisian woman vacations to Africa for a grand tour. Experience is her luxury. The hospitality of the desert community and the reality of their lives has a profound effect. On return the woman expresses the her experience of the essentials of life by foregoing shoes for the rest of her time.
Suez
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I imagined this brief story in order to communicate the roots of a new brand for Suez Lyonaise des Eaux.
This French utilities company is deeply attached to its history making contribution to humanity; the Suez canal, leaving a deep mark on the Group’s corporate culture.
It was important that a new identity should embrace this heritage and also be based on delivering the essentials of life: water, energy, communications and waste services.
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The logotype was designed to be both hi-tech and primitive.
Authoritive, but approachable.
21st century but alluding to the origins of man.