It is quite symbolic that the firm that created the logo of the Flame was nominated in 18 different categories. This firm, which started off 9 years ago with 15 people has expanded since, so much so that they have had to move to bigger premises in Floréal because they now have 35 employees.

In the colonial-style house that the team has re-decorated in a very modern way, the creative director, Thierry Montocchio leads a team of dynamic young people. In the reception area a little coffee table adorned with many awards is a testimony of their creativity. The lime-green and dark purple walls make the house very atmospheric. ?We chose to have our offices in a house to encourage the team spirit as it creates a family feeling,? explains Thierry. Evidently conscious of the benefits of working in an employee-friendly environment, the members of Circus seem to appreciate the beautiful veranda, overhung with creepers, which gives onto a lush garden.

But the relaxed attitude of the coffee break on the veranda is far from being their everyday approach to work. In the offices, everyone is busy, most of them in front of their computer screens. With background music softly playing, this group of trendy designers concentrate on giving free rein to their creativity.

?After the initial brainstorming between the client and our senior copywriter, Bettina, to decide on a strategy, she works with the designers to get the idea going,? says Thierry. The core team is made up of 8 professionals. The designers are all specialists: Fabrice looks after the multimedia side, James and Jeremy the typography, branding and edition and Jean-Francois specialises in packaging. And Ariane is in charge of planning and production.

Thierry clearly explains the different sections of Circus, distinguishing between advertising and branding. ?When we create a brand, we can work for as long as one year on the concept.? Constantly under the supervision of Bettina, the team of designers is glued to their screens. Using sophisticated looking programs they draw designs, change the tones and shapes of any logo until it is esthetically and commercially perfect. Thierry points out that the awards they received ?are a super achievement for and are a reward for the creators who sometimes work all night long.?

The advertising part is what the branding opens out into. ?At this point it is through television, billboards and other forms of communication that we work.?

Right now the firm has about 30 to 40 long-term clients. ?We tend to work for longer periods of time with firms because we are present from the beginning-the conception of an idea, to the end-the advertising of the product.? Indeed, Circus is involved in all the stages of production and employees like Olivier and Isabelle are there as stategic planners whereas customer-service is looked after by Michelle, Lisbeth and Vanessa. This booming agency is even working for Senegal and the privatisation commission of Malawi.

<B>Design & Advertising Festival</B>

In the context of the Mauritius Design & Advertising Festival, 3 events are being organised. The conference ?Use Design to sell better? is being held today from 9am to noon. The director of Harwood Kirsten Leigh McCoy, Gary Harwood is the guest speaker and will be discussing the strategic importance of design as a powerful communication tool. Ways of integrating design into local businesses is also on the agenda. On Thursday from 9am to noon, the theme of ?How to communicate to the mass? will be discussed. Part of the discussion will be centred on trends and methods of reaching out to large audiences, encompassing new media tools and techniques and how they can be used effectively as instruments of persuasion. Guest speaker is Dr Carl Lodewicus Koekemoer, managing director and principal of AAA school of design, South Africa. The festival will culminate in the exhibition of AAA Design and Advertising entries of national, regional and international awards on Friday 28th and Saturday 29th of May. Venue: Octave Wiehé Auditorium, Réduit.