LOGO · TOUR POSTER · BUS WRAP
#IMOMSOHARD · YOPLAIT · MILLS ENTERTAINMENT
Case study · #IMOMSOHARD Mom's Night Out
Party-mom energy on a deadline, and on the side of a bus.
#IMOMSOHARD, the comedy duo behind the viral mom videos, took a Mom's Night Out tour on the road with Mills Entertainment, with Yoplait as the major sponsor. The logo and the tour artwork came together on a tight deadline, working directly with the two comedians to land the energy of a night off.
The credit
Made by Alexandre Chaput, before In Fair Light existed.
The logo, the tour poster, the one-sheet, the tour-dates graphic and the Yoplait bus wrap. Career work from the Mills Entertainment years, shown here because the craft is the same one the studio runs on now.
Role
Lead graphic designer and art director
Scope
Logo, tour artwork, bus wrap
Client
#IMOMSOHARD
Produced by
Mills Entertainment, sponsored by Yoplait
The logo
A logo built to shout.
The name is a hashtag, so the mark had to read like one. It was built fast, with the artists in the room, to carry the party-mom register that a straight comedy lockup would have flattened.
The poster
Adults only, said with pink caution tape.
The artists supplied their own promo photos. The poster sets them under a pink caution-tape bar, a one-line signal that this is a night for the moms and not the kids, and carries the same bar through the one-sheet, the flyer and the dates graphic.
The bus wrap
Then it went on the side of a bus.
Yoplait sponsored the tour, so the bus had to carry both. The wrap was built on Yoplait's cut-mark template, blending the tour imagery with the yogurt-cup silhouettes so that neither brand read as a sticker on the other.
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Tour art, campaign work, a launch film. It is the same question every time: what makes somebody buy the ticket.