Ryan Crouchman's Creative Conundrum
When outside the box isn't far enough ... literally
April 14, 2020
Ryan Crouchman is VP, Creative Director, Design at lg2 in Toronto, ON
Ryan’s work spans branding, print, editorial and interactive design. He has a Master's in Communication Design from Central Saint Martins, London, UK, and a Bachelor of Fine Arts from Concordia in Montreal. He’s held senior positions at some of Canada's most awarded design agencies, including Concrete and Leo Burnett. In 2018 he co-founded the design and branding department of lg2 Toronto, helping grow Canada’s largest independent creative agency. Select clients include UNIQLO, Casper, Holt Renfrew, LCBO, Royal Ontario Museum, GE, Tangerine, Bell, L'Oréal, Target, TD, Bite Beauty, Bulk Barn, Azure Magazine, Art Directors Club (NY), McDonald's, Telus, Thompson Hotels, and Metrolinx. His work has been awarded by D&AD, the One Show, Cannes Lions, the ADCC, the Clios, LIAs, the New York Society of Publication Designers, the National Magazine Awards, the New York Type Directors Club, the ANDYs, Graphis, Communication Arts, Gestalten, Applied Arts, Marketing, the Chicago Athenaeum, and Grafika, among others.
And if that's the selected list, one can only imagine the full list. Ryan obviously has the well-rounded experience that made him an ideal choice for our 2020 Design Awards jury, which just wrapped up. We asked Ryan to share a favourite recent project. What he sent is indicative of why he has such a long list of clients and wins. It's not only an ability to think outside the box, but solve a communications conundrum – what to do when your client has many seemingly identical products and needs you to find the magic differentiating solution that not only sets them apart from each other, but sets them apart from the already-crowded competition. Here's a glimpse at Ryan's 'magic' solution.
Project: Subjectif Wines
"The wine world has always told us what to think about a wine, long before we’ve ever had a chance to try it for ourselves. Ratings, reviews, price and varietal all influence how good we’re supposed to think a wine tastes."
"So, how do we remove all of these influences? Introducing Subjectif wine. A series of 12 varietals, identically priced and uniquely packaged in a way that only reveals what you’re drinking after you’re done drinking it. Eliminating the possibility of any external influences. And leaving the only opinion that truly matters, your own."
Now that's thinking outside the box ... or um, bottle, Ryan.