Indigo is an iconic Canadian retailer whose legacy is rooted in books, and whose modern offering today extends across a diverse array of goods for living. They enlisted Wedge to create a brand campaign off the back of quarantine captivity. The world was opening up again, and ‘back to school’ season was upon us. At a time when the cultural dialogue rejected the idea of returning back to anything normal, an empowering narrative emerged. One that called the audience to turn the page, and to go back differently, on their own terms. The optimistic colorburst reinforces a sense of positivity, and brings the distinctly joyful brand spirit people know and love, to life.
Concept, script, creative direction, visual design
“We’ve learned a ton this past year about how we live, work and want to educate.” “ ‘Turn the Page’ is a reference to books and the core of our business, but it really challenges the idea of us going back and instead going forward. It’s time to live differently.”
ALISON LAWLER DEAN