Tuesday, January 15, 2008

StarMedia Case Study: CHRD

At the StarMedia Advertising Agency, the client is always the number one priority. We've worked with clients regionally, nationally and internationally. Through the relationships we foster with our clients, we act as brand and advertising stewards, consistently and creatively producing solutions so that our clients can reap the results.

Here is the Case Study of the Cree Human Resource Development, one of our clients we have been working with in the last year;

The unemployment rate for the Cree population is around 25%, out of a labor force of 7,500. This number is particularly high, well above the federal and provincial averages. This unemployment rate doubles in the 15-24 age demographic.

The CHRD was designed to give the Cree, especially this large segment of jobless youth greater access to the proper resources to find employment. The CHRD wanted to enliven their materials. At Starmedia, our job was to create a strong visual product, well organized for ease of use. With the rich visual tradition in which the Cree culture is steeped, we thought it best to incorporate traditional motifs into a modern look of the CHRD, which would appeal to the Cree labor force.

Designing the CHRD materials became an interesting proposal for Starmedia design. It was our first experience working with the native Cree language, Iiyiyuu ayiimuun. In fact the materials were trilingual as French and English featured as well. The blend of these three languages required smooth lines and carefully modulated colors.

The colors for the material were selected through extensive research of the Cree traditions, and application of this new knowledge to the psychology of color: The greens express the northern boreal forest evoking growth, discovery, and respect. The burnt umbers and oranges of the autumn hearken the fall when folk tales and legends were told in the community. Red was used as a symbol for strength and courage. All of these colors correspond to the deep white background, suggesting the frozen tundra and winterscapes of the northern Quebec climate.

To see more please visit the CHRD Case Study or see other Case Studies on Our Clients page.


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