A rich and sophisticated Parisian woman vacations to Africa for a grand tour. Experience is her luxury and always has been. She has never known anything else her whole life. The hospitality of the tiny, remote desert community and the reality of their lives have a profound effect on her.
She returns to Paris a different person vowing to express her experience of the essentials of life by foregoing shoes for the rest of her days.
Suez
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Newlyn imagined this brief story in order to communicate the roots of a new brand for Suez Lyonaise des Eaux a company with a corporate history dating back to 1822.
The corporate culture of this French utilities company is deeply influenced and shaped by its history making contribution to humanity; the Suez Canal. It was important that a new identity should embrace this heritage and also be based on delivering the essentials of life: water, energy, communications and waste services.
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Newlyn felt that the design should be of the 21st century but allude to the origins of man and took great care to reflect that in the design.
The logotype was designed to be both hi-tech and primitive while being authoritative yet approachable.