Zulu Alpha Kilo: RGD speaks the cheekiest truths about design

Truths are more engaging than bullshit. Self-effacing humour connects audiences better than bombast. It’s a shame that this isn’t drummed into all marketers. Perhaps this campaign by Zulu Alpha Kilo will be used as a brilliant example that demonstrates both. Because it is.

The work promotes the RGD’s (Association of Registered Graphic Designers) DesignThinkers conference in Toronto. Its aim was to underline how most designers approach their work.

Speak the Truth exposes the truths of design around us. Those truths are relevant, humorous and sometimes provocative.

The honest approach can be seen throughout all of the various touchpoints, from posters that read, Why does Helvetica just feel so good?, to lanyards that point out the obvious when it comes to a designer’s attire, Oh look, a sea of people wearing black. There are also animated digital boards, balcony banners, floor vinyl, bathroom stickers and printed posters.

Many of materials refer to specific Toronto design truths, all through the lens of the city. One poster calls out the Gardiner Expressway (the city’s dilapidated highway) with the line, Everyone knows the Gardiner looked better as a concept. Another takes aim at the Toronto Transit Commission with the line, The best part of the TTC is the subway station typeface. Even Toronto’s long-suffering sports teams get a ribbing with a poster that reads We think the greatest thing about Toronto sports teams are the logos.

A series of videos featuring prominent Canadian designers will run between speaker sessions:

Hilary Ashworth, executive director of RGD commented, “The Zulu team has done an exceptional job over the past year in bringing the theme of the conference to life. Each element taps into truths that mirror the design community – and allows those in attendance to truly speak their minds and share their opinions with their fellow designers.”

Zak Mroueh, founder & chief creative officer of Zulu Alpha Kilo, noted, “Conceptualising the Toronto DesignThinkers conference was a huge honour for the agency. We focused on common truths that most designers often think, and we even poked a bit of fun of the city we live in.”

The Toronto DesignThinkers conference is a two-day event where designers and speakers alike are given a platform to share their unique point of view on branding, trends, communications technologies and design management. The conference is taking place on October 24-25 in Toronto at the Sony Centre and St. Lawrence Centre for the Arts.