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case studies
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“ AN ARTIST’S JOB IS TO SEE. AND TO
GO OUT IN THE WORLD AND SEE IT
FIRSTHAND, JUST AS IT IS; TO REPORT
WITH LINE AND WORDS WHAT IS SEEN.
TO BE IN THE WORLD, NOT JUST STUDY
ABOUT THE WORLD, THAT IS THE
ARTIST’S TAS K.”
—ROBERT FULGHUM
case studies
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Making Waves and Charting a New
Territory with a Unique Portfolio Design
DESIGN FIRM: F U SION HILL (US A)
Using a combination of research, strategy, and design, Minneapolis-based
Fusion Hill strives to create some of the most innovative, thoughtful design
solutions for their clients.
PLANNI NG
Fusion Hill attended a networking event in spring 2008 in which marketing
materials were not required or even recommended for distribution. Event
attendees did not have the ability to carry portfolios or large giveaways from
meeting to meeting. That left Fusion Hill in a conundrum: Come up with a way
to leave a subtle impression on the potential clients who would be attending
the networking event, while differentiating Fusion Hill from the competitors who
would also be showcasing their wares.
“Because we were in the travel setting—namely, a cruise ship, we considered
luggage tags and ID cases, but it didn’t really give us the opportunity to package
our story,” says Kasey Worrell Hatzung, principal at Fusion Hill. “We wanted to
create a product that was uniquely ours. Most other items we considered were
already created and really only allowed us to ‘brand’ them with our logo or colors.
We did consider using or giving away products that we had helped to brand or
develop from other clients, like a Vera Bradley ID wallet or a food product from
General Mills, but they weren’t as small, didn’t tell our whole story, and were
often not unisex or they did not reflect everyone’s taste.”
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π
Whimsical and inviting, the exterior design
of the Fusion Hill tin was indicative of the
contents within.
√
Some of the best things come in small
packages. The recipients of Fusion Hill’s
treasure-filled tin were treated to more than
a few savory mints. They were surprised to
find a mini portfolio creatively constructed
to fit within the confines of the compact tin
container.
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CREATING
Because the event was being held on a cruise ship, the design team at Fusion
Hill decided to incorporate a nautical theme into their promotional piece—a
stainless steel tin of mints. They also wanted to give away something small
enough to fit in a pocket, useful enough to keep and use over time, and clever
enough to be memorable.
“We also thought of other candies such as gum and chocolates, but again, the
mints seemed most useful and the tins would be recognizable as such, then
leaving the little portfolio inside as the surprise,” Hatzung says. “We found a lot
of different-size tins, but we needed it to be able to house a business card and
our portfolio, fit candies, and match other materials we were creating for our
portfolio. Also, the portfolio inside had to be big enough to show our capabilities
and samples of our work but just be a teaser.”
While the Fusion Hill team discovered a lot of vendors that will print on a tin or
personalize the tins and provide the mints for you, they simply weren’t satisfied
with what they found. “The printing samples we found were really subpar for a
four-color image,” Hatzung says.
Recipients were treated to a surprise when they opened the mints—a tiny
accordion-folded portfolio with multiple panels that highlighted the key catego-
ries of work and industries that Fusion Hill serves, including financial, health
care, consumer packaged goods, and women.
Fusion Hill had multiple renditions of the label—all fitting within a certain style.
“We were looking for place-based imagery that was fresh, used our colors,
but wasn’t too wintry as we were sending/handing these out in early spring,”
Hatzung says.
At one point in the preliminary design process, the labels featured a moose in
the distance. “But it felt a little too kitschy and not quite ‘us,’ Hatzung explains.
“We did keep the idea of the ‘winds of change’ with the cloud blowing. We really
wanted this tin to look like a product and not just a branded Fusion Hill mint tin,
so we gave it lots of personality.”
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