Competition

Cannes Young Lions 2025

Branding brief: To create a brand for the Media Business Course (MBC) that can evolve over time.

Outcome: We designed a monogram that pays homage to the heritage of the Advertising Association while providing a modern yet timeless brand asset.

The brand needed to be able to stand on its own but also house a range of partner branding and content. This led us to create a design system, a strong black and white core brand foundation, able to flex across a variety of assets.

We also distilled and highlighted the course’s offerings, into three words that identify MCB’s unique selling points: Inspire, Innovate, Connect. Each words became a pillar. We designed an icon for each, creating dynamic graphic elements to be used across communications.

Design Partner: Hannah Tsuji

Colorful abstract background with "MBC" in bold white letters and a yellow border featuring repeating symbols and "2025."
Graphic design template showing brand elements for "MBC" including primary and secondary logos, pillar iconography labeled "Inspire," "Innovate," and "Connect," a ticker tape with repeated motifs, core colors labeled "Off-white" and "True Black," and typography labeled "Osmose."
Three posters promoting an event in 2025 with the phrases 'Speakers That Inspire,' 'Chance to Innovate,' and 'Connect with Leaders.' Each poster features a colorful gradient background. Silhouettes of people are visible in the foreground.
Pink lanyard with a badge featuring a black and white photo of a woman, set against a colorful, abstract background.
Directional sign with sections labeled 'Speaker Hall', 'Breakout Rooms', and 'Lounge & Bar', each with colored backgrounds and arrows pointing in different directions.
Outdoor billboard with five colorful panels, including black and white photos of people, geometric symbols, and 'MBC' text.
Three colorful vertical banners with the text 'MBC' at the top, followed by 'Inspire,' 'Innovate,' and 'Connect,' for 'Media Business Course.' Each banner has a distinct color: pink, teal, and yellow.