Package Design - June/July 2015 - (Page 22)

MAKEOVER CHALLENGE SPONSORED BY Youth Call Makeover Challenge competitors unveil their blue-sky concepts for TELUS' mobile offering. BY LINDA CASEY T his year, the Package Design community will have the opportunity to weigh in on blue-sky design concepts for one of the largest brands to participate in the Makeover Challenge to date. TELUS Communications Company has approximately $12 billion of annual revenue and 13.7 million customer connections, including 8.1 million wireless subscribers, 3.2 million wireline network access lines, 1.5 million Internet subscribers and 916,000 TELUS TV customers. The company provides a wide range of communications products and services, including wireless, data, Internet protocol, voice, television, entertainment and video, and is Canada's largest healthcare IT provider. TELUS team members and retirees have also contributed more than $396 million to charitable and not-for-profit organizations and volunteered more than 6 million hours of service to local communities since 2000. The Association of Fundraising Professionals named TELUS the most outstanding philanthropic corporation globally for 2010. It also aims to be the most consumer-friendly brand in all of its markets. TELUS was one of the most prepared brands to compete in the Makeover Challenge during my tenure as Package Design's editor-in-chief. Andrea Alasi, a product specialist in TELUS' product marketing department and the lead for this project, speaks plainly and truthfully about the restrictions placed on its package design work: "We have a lot of strict guidelines because we are such a well-known brand in Canada, so 22 JUNE/JULY 2015 we came to this contest to see how fresh eyes from different backgrounds look at our packaging." All four competing design firms met with TELUS' branding team to learn about the brand, and Alasi provided a plethora of written guidelines for everything from color and type use in addition to Venn diagrams about the brand and research on TELUS' target market. While it was refreshing to see a brand owner so engaged with the competitors, I also knew that the competitors-BrandFirst, Gelcomm, Galileo Global Branding Group and Porchlight-would need to have the fences lowered a bit to really strut their stuff. So, we opened up the contest to officially allow the four branding and design firms to submit two concepts-one adhering to the brand guidelines and principles and another that would stretch TELUS' view of its brand. You can view the concepts on pages 24 through 31 and vote for your favorite strategic approach and design concept at When casting your vote, Alasi asks that voters weigh TELUS' business and branding needs in addition to the aesthetics of the package design concepts. "Consider how important our brand is to us, and how much time and energy invested by the teams of people who are dedicated to making sure that all of the elements that are going out for TELUS are on brand and consistent," she says. "Also consider which concept will sell the TELUS chose to makeover the packaging for its Microsoft Lumia 435 phone paired with its prepaid service for the 12th annual Package Design Makeover Challenge. device the best. Prepaid customers can be more fickle than a postpaid customer, they are not tied to us in any way." The package design is used to help start that relationship "right off the bat." The most popular design, determined by votes by the Package Design community, wins the challenge and will be featured in the issue preceding our 2016 Package Design Matters Conference, to be held at the Hyatt Regency Coconut Point Resort and Spa in Bonita Springs, Florida, on January 20 to 22. Package Design thanks FiberMark North America Inc., a world-class manufacturer and global distributor of fiber-based decorative covering materials and dyed-through paperboards, for sponsoring the contest so we don't have to charge entry fees. The company forms a rich tapestry of inspired top-of-the-line products for luxury packaging and upscale collateral helping premier brands stand out ever more distinctively. We would also like to thank Caps57, which has kindly offered its color-accurate prototyping services to our contest competitors.

Table of Contents for the Digital Edition of Package Design - June/July 2015

Package Design - June/July 2015
Table of Contents
Editor's Letter
Front Panel
Package Design Matters Series: John Hal
Makeover Challenge Concepts Revealed
Rebranding Brews Sales
Debate & Discuss: Building, Supporting and Managing Creative Teams
Product Focus: Active & Smart Packaging
Index of Advertisers
Field Notes

Package Design - June/July 2015