Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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Text (DS)
dwl incorporated
CLIENT:
DWL Incorporated’s enterprise
customer management applications
consolidate fragmented customer
relationship management (CRM),
back-office, and e-business systems
into unified industry solutions.
FIRM:
DWL Incorporated
(in-house creative services)
ART DIRECTOR/DESIGNER:
Shawn Murenbeeld
ILLUSTRATOR:
Allen Crawford/Plankton Art
Company
PHOTOGRAPHY:
Hill Peppard
COPYWRITER:
Leslie Ehm
Creating Distinction
Because this was the first corporate brochure for the
company, it was important that it stood out from the
competition. “The main message of this piece was to
convey that DWL is a different kind of company,” claims
in-house art director Shawn Murenbeeld. “In order to
create distinction, I went antitechnology while the
competition was going supertechnology.” Throughout the
brochure, a handmade quality prevails not only in the
illustrations but also in the type. “That kind of attention
to detail helps to convey that the company cares,” adds
Murenbeeld. “It also sets us apart from our competition,
especially when we go to tradeshows.”
Originally four ideas were developed, but one stood out
above the rest. Insightful proverbs were used to intro-
duce various key points. “When I get a job, I like to have
a theme to pull everything together, and proverbs
seemed to work,” comments Murenbeeld. “The writer
and I went through books and the Internet and got
hundreds of them. We selected the ones that would most
closely relate to what we were talking about in the
ABOVE LEFT: DWL is able
to make a mark in the
industry by creating a
corporate brochure that
goes against the norm.
LEFT: In this spread, a
nutshell or acorn is
present in the illustra-
tion, headline, and
proverb. They all work
together to get the main
point across. The color
palette was pulled directly
from the illustration and
used as a border accent.
Graphic Design That Works
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Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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W)
84
ABOVE: Along with the corporate
brochure, a smaller four-paneled
tradeshow brochure was printed. It
contains several of the major points
from the larger 20-page brochure.
What Works
By moving away from creating a technical brochure—the
typical form of communication in the industry—DWL
was able to create distinction for their brand. With its
illustrative presentation and astute attention to detail, the
corporate brochure brings a personal face to a rather
high-tech company. Targeted primarily to corporate CEOs,
this brochure established DWL as a unique company in
the marketplace. It had such positive reviews that the
color scheme was later used to accent DWL’s various
products. “The piece has been very successful for us,”
shares Murenbeeld. “Overall, everybody liked it,
including the salespeople.”
brochure.” Once the proverbs were chosen, the art director
went in search of the appropriate illustrator. “I went
through the
Alternative Pick
because they have the most
interesting illustrators out there,” says Murenbeeld. After
reviewing the work of several artists, three-dimensional
illustrator Allen Crawford was chosen to do the job. “I
gave him the proverbs and let him go with it. I don’t like to
art direct that much,” claims Murenbeeld. “I like to hire
illustrators because they have a certain style, look, or idea
that I do not have.” Once the art came in, it was
photographed. Each spread contains an illustration,
a proverb, a headline, and some text that all work
together to deliver the message. “Copy and image
must work hand-in-hand to be successful,” concludes
Murenbeeld. “It’s only when designers and copywriters
work together that effective communication can
be produced.”
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