Our first round of promotional materials for ICOGRADA's Design Week 2010 in Vancouver focused on introducing the Design Currency symbol and illustrating that everything around us has some form of design value. To start creating dialogue about how that value is calculated, we created ads and other items and gave those pieces themselves a design currency value.

A second series of ads was created specifically to target business leaders. Investing in good design is proven to bring huge returns from a business standpoint, so we wanted them to think about the importance they currently assign to design.

ICOGRADA (the International Council of Graphic Design Associations) is the world body for professional communications design. The association was founded in 1963 and operates as a voluntary assembly of organizations concerned with graphic design, visual communication, design management and more. They promote the importance of communication in today’s world and help give visual communications a single, unified voice.