Salure and Mr. Upside previously worked together for the Celebrate Innovation Together event. On Monday 13, Tuesday 14 and Monday 20 June Salure was present at the AFAS Open conference. To draw the attention of visitors to the fair to Salure's international proposition, posters had to be designed. These posters were placed along access roads to the AFAS Open conference This created an extra moment of contact with visitors to the conference, before and after they visited the Salure stand.

Salure

Salure has been an independent partner in payroll administration, financial consultancy and business intelligence since 2010. From their office in Gouda, the Netherlands, they help Dutch and international clients with their financial administration and IT services.

Ready for takeoff?

Normally, Salure mainly operates within the Netherlands. To give Salure's proposition a creative interpretation outside the borders of the Netherlands, the campaign 'Ready for takeoff' was devised.

International proposition

“With Salure you deploy AFAS internationally! This way you always keep control of your international HR and payroll administration. Your AFAS environment is geared to foreign laws and regulations and employees see AFAS in their own language: handy!”

Art Direction

An important challenge was to find the right balance between the three topics of the campaign, AFAS Open, Salure and the 'Takeoff' theme. Because visitors first had to recognize AFAS Open, then Salure and then had to understand the theme. That particular order was important.

In other words: the theme should not become too dominant.

Campaign Identity Design

Because a polo shirt also had to be printed in addition to the poster, it was decided that both applications could be visually linked by a logo. Designing the logo as the destination on a departure board at airports creates a visual association with international flights and destinations.

To make the typographic logo as useful as possible, the words 'ready for takeoff' can also be placed vertically below each other.

For textile printing (polo shirt) and for other applications where few colors and details are allowed, a version without the rectangular flippers in the background was also devised.

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