A golden experience
The Print & Visual Communications Association (PVCA) is the peak industry body for printers and graphic artists. They support and promote the evolving industry to help members become more profitable and sustainable.
Each year, the PVCA holds the Printing Industry Creativity Awards (PICAs), a fully realised and iterative awards platform that truly adds value to the printers and creatives that enter. Equal to receiving an exclusive invite to the Met Gala, PVCA wanted their entrants to be excited for, and proud of their involvement in the awards.
Our mission was to build a tiered suite of collateral for the 2020 awards that truly emanated the awards platform. We established a visual and verbal tone founded on their why, which ultimately informed the design strategy of the first statement piece—an experience not dissimilar to that of the Oscars’ red carpet or the Emmys’ performances. What better way to do this than to recreate a beloved children’s classic moment from Charlie and the Chocolate Factory. Though the recipients didn't need to eat through block after block of chocolate (and missed out on a tonne of calories), they still won their very own golden ticket. This ticket did not need to be presented to Willy Wonka, but instead scratched to reveal what they had won. We created an experience that inspired PVCA’s members, and one that generated a buzz of excitement and a sense of worth.
We helped the PVCA elevate their awards collateral to inspire their members, and show them that they are valued. The PVCA saw a significant increase in the number and diversity of entries in the 2020 PICAs, resulting in wider industry recognition, and a more competitive platform.