Bic Highlighter

Bic is known for its pens but not for its highlighters. To help Bic attract a younger audience, Landor produced stylish posters that underscore the qualities of its products. The worst part of using a highlighter is when it dries out. By creating a universe that communicates an emotional appeal around a functional asset, Landor could accentuate the superior style and longevity of Bic's highlighters.