Project brief: For the past number of years, Cossette/Identica has been developing the promotional material for the fund-raising dinner to benefit Le Théâtre du Nouveau Monde (TNM). All thematic evenings are “cooked” by a renowned chef and are entitled “Cena.” Past events have included “Cena Rossa,” “Cena Mundo,” “Cena Ole,” “Cena d’chez nous,” “Cena Garçon” and this year, “Cenakovski,” the theme being Russia. The creative platform for the event needs to be reinvented every year according to the chosen theme and chef.

Approach: The collection of three posters developed for “Cenakovski” served as the menu for the event, as well as a take-home souvenir for attendees. A double-sided monochromatic poster in fluorescent red, 27 x 39 inches, was created in offset printing and consisted of a unique design for the front and three different Russian symbols for the back: a Russian doll, vodka and a space shuttle.

Effectiveness: Year after year, we succeed in creating intrigue and anticipation for what the next year’s event will hold.

Really clear iconography and symbols that transcend language.