Tileywoodman builds Canon brand

Tileywoodman is to create a corporate brochure and environmental branding for Canon Europe, in what is a six-figure design investment by the company.

The consultancy has this week presented first concepts for this year’s corporate brochure, which will be available from September.

The document is the first piece of literature to communicate Canon Europe’s ‘You Can’ brand, which aims to create more human, emotional links with consumers, says Canon Europe corporate identity manager Cyprian de Costa.

‘We found [corporate literature] had no tie with the brand and used the previous tagline, “Imaging across networks”,’ says de Costa.

In line with the brand’s new approach, the brochure has been conceived to give a ‘soft sense’ of how Canon Europe works, explains Tileywoodman design director Anthony Coombes, who worked with art director Gareth Davis on the project.

The first section of the brochure depicts ten ‘everyday consumer heroes’ whose lives are improved by Canon products, explains Coombes. The second section of the brochure aims to highlight ‘business successes’.

Tileywoodman is also developing environmental branding, including banners and mood boards, for Canon’s European Strategic headquarters at London’s Stockley Park (pictured). The work is designed to give personality to the building, says de Costa.

There are plans to implement these image banks at the company’s operational HQ in Amsterdam and offices across Europe, he adds.

The consultancy was appointed at the end of last month following a three-way creative pitch against Radley Yeldar and Chaos Design.