Unbound 5

Unbound 5

Concrete Design Communications, Inc., Toronto, Ontario, 2006


Masterfile had an image problem. Despite building an archive that represents some of the most creative talent around, this largest remaining independent stock-image agency was still perceived by its clients as too conservative. To address this challenge, Concrete produced a strategic campaign that included a new visual identity, advertising program, website and a broad range of marketing materials. Key to this strategy was the development of direct-mail pieces that challenged the conventions of typical stock-image agencies (a difficult task in this competitive sector). The centerpiece of this effort was the launch of Unbound, a collection of images “real and implied.” Unbound uses the interpretation of imagery as a form of visual creative inspiration. While it uses many images from Masterfile’s extensive library, just as many of the images have been modified, obscured or “implied.” Unbound has been instrumental in challenging how Masterfile is perceived and will be followed up with new and constantly evolving editions.

Juror Notes

“True to the name. Not limited to a conventional way. Use of paper is very nice, makes the images feel immediate.”

Collections: AIGA 365: 28 (2007)
Repository: Denver Art Museum
Discipline: Promotional design and advertising
Format: Direct mail, Promotion


Design firm
Concrete Design Communications, Inc.
Art directors
Diti Katona, John Pylypczak
Andrew Cloutier
Baskerville, Chicago, FF Bau, Helvetica
Grafikom MIL
Printing method
8/C 40-inch Heidelberg press
Specialties Graphic Finishers
Binding method
Smyth sewn, glued on perfect binder
Domtar vista opaque 33 lb., Exact opaque pink vellum 60 lb., Domtar colors green vellum 70 lb., M-REAL Ikono gloss 100 lb., Domtar colors canary vellum 60 lb.