Award-winning photographer Tracy Cox engaged The White Room
to do a complete rebrand that would include a new identity, print collateral, and three promotional direct-mail brochures. Cox specializes in food photography for grocery retailers and advertising agencies in Canada and the U.S. Her clients include Loblaws, Pepsi, Enroute Magazine, The Globe & Mail and Kraft among others.
We chose a bright colour palette in a range of hues that take inspiration from colours found in food. The oversized promos feature her name very loudly crossing over both the front and back of the brochure. Playing with the idea of focus in both the copy and photography, the promos are called Lunch in Focus, Dinner in Focus and Dessert in Focus. Each includes an artfully blurry shot on the cover that is then reproduced in a sharper version inside. The word mark includes a circle to represent the eye of a camera.