Seat Maybelline

Reflex Group designed the Seat Maybelline NewYork ColorShow advertisement, set in AW Conqueror Serif. In the case of the launch of the Seat range of cars “Mii ColorShow (named from Maybelline product),” the Seat typeface does not transmit the atmosphere of Maybelline cosmetics for a press announcement about automobiles targeted to women market.

Therefore, Nicolas Champion, creative director at Reflexparis has pushed his client to move for a different typographic choice: AW Conqueror Didot, an high contrast typeface with delicate serifs, swashes and various effects. He had to convince the marketing department at Seat for an alternative typeface. It was not easy, but crucial for the success of ads created by Reflex Group. For Nicolas, AW Conqueror Didot was a natural choice, in the sense that it was originally designed to work perfectly with women’s magazines headlines. In graphic design, you should always break the rules to perform your daily work correctly.