Philips’ hair grooming products are leading the market yet there is not much excitement around the products. This is partly due to the brand’s minimalistic branding approach. Yet the competitors are right around the corner with their young and fresh approach to advertising. As a collective team, we decided to take action.

We were asked to create a piece of artwork that is design led. This piece of work is meant to support the usual marketing activities that are executed by the brand. It is designed to show the creative potential and the excitement.

Trying to grab the attention of the design savvy bunch who are the real influencers of the world, we knew classic layouts just wouldn’t cut- pun intended.

We used the amazing visual language of typography to demonstrate how people can change styles while staying true to their character.

Although it may not seem as so, arriving to this particular execution took us months and months of on & off trials to find the perfect typeface as well as the right angle for the execution. We tried to write the whole headline in this style. It didn’t work. We tried to write only the word “change” i this style. Still wasn’t pure enough. In the end, we decided to boil everything down to the letter “c”.

The outer character is a slab-serif type and we illustrated that by changing the rectangular terminal to a "ball terminal". Plus the arc of stems are made much thinner to underline the change.

Tracking the results of traditional poster work is virtually impossible but the research shows that the category grew 39% in only one year and Philips’ sales grew by a whopping 22%. This is of course supported by various marketing collateral.