Wedge collaborate with Oumayma B. Tanfous on Indigo’s ‘Turn the Page’ back-to-school campaign

Beginning as a bookshop, Indigo has become Canada’s largest cultural department store, offering modern home and lifestyle objects alongside their literary collection. In the run-up to the world getting back-on-track after the COVID-19 pandemic, Indigo worked with Montreal-based design studio Wedge on the concept and design of their physical and digital back-to-school campaign, ‘Turn The Page.’ Initially working with Indigo’s existing brand identity, created by Bruce Mau, Wedge joined forces with Indigo’s Chief Creative Officer Nathan Williams (ex-Kinfolk Magazine) to evolve and somewhat broaden the brand in a newly spirited direction. “We worked with Nathan and the executive team to evolve certain elements such as typography, colour, and art direction for this campaign,” Co-founder and Creative Director Sarah Di Domenico tells us, “to kick up the energy and achieve a more contemporary and optimistic tone,” she explains. “Behind the scenes, we're working together on a larger scale mandate,” Di Domenico adds, “something quite special.” The brand’s existing typeface Futura is prominently used throughout the campaign, conveying the classic and timeless sensibilities associated with it. “The playful arrangement on the images brings an energy to words, and a rhythm and emotion to the message,” Di Domenico explains, “which invites people to go back, differently.”