Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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mulvanny/G2
Architecturally Moving
After 30 years in business and a relocation of their
corporate headquarters, Mulvanny/G2 wanted to reposition
themselves in the marketplace. To launch their new
identity, celebrate their thirtieth anniversary, and show
off their newly designed building, Mulvanny/G2 needed
a multipurpose brochure with distinction, character, and
elegance. “They wanted this piece to be a celebration
of their architectural design skills and to raise some
eyebrows,” notes art director Katha Dalton. “But we
really didn’t want it to be about what they have built.
We wanted it to be a celebration of the aspiration. This
brochure had to do lot of things in a really small package.”
After a brainstorming session between the design team
and copywriter, the concept of moving was born.
“Moving can mean a lot of things,” adds Dalton. “We
decided to play off the idea and show what it meant to
be moved emotionally by something as well as what it
meant to move something to a new place.” With a desire
to create an interactive piece, the first round of comps
resulted in a pop-up brochure with die-cut windows
CLIENT:
Mulvanny/G2 is an architectural
design firm.
FIRM:
Hornall Anderson Design Works
ART DIRECTOR:
Katha Dalton
DESIGNERS:
Jana Nishi and Hillary Radbill
PHOTOGRAPHER:
Fred Housel and
stock photography
COPYWRITER:
Suky Hutton
ABOVE: Embossed on the cover is
the schematic design of
Mulvanny/G2’s new corporate
headquarters. The attached
stainless-steel tag, etched in an
acid bath process, boldly portrays
their logo.
Graphic Design That Works
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W)
16
SERVICE BROCHURES
that you could look through and view the new space.
The client liked the idea, but not for the brochure. So a
special open house invitation was created in addition
to the launch brochure. Under the redesign, the
brochure maintained the die-cut windows and adopted
foldout pages, poetic text, and mostly abstract
imagery. “The placement of the die-cuts was a real
challenge. It took a lot of back and forth between
designer and copywriter to make it work,” recalls
Dalton. “There was also considerable discussion on
how literal the images should be. We really pushed
for something more metaphorical.” The key line
Design at Work
was used to actively show that
architecture puts design to work for people. “It’s
hardworking and functional,” adds Dalton. Broadly
targeting current and potential clients, trade people,
developers, and property managers, the brochure and
invitation were sent in a nicely designed envelope.
ABOVE: On each spread of the
brochure, stair-stepped type
graphically combined with
visuals and various die-cuts
work together to get the
message across. On the
three-dimensional pop-up
invitation, you can view the
newly designed corporate
headquarters in an interesting
and interactive way.
What Works
This interactive and tactile brochure created quite a stir
in the architectural design arena. The die-cut windows,
foldout pages, etched steel tag, poetic text, and
metaphorical imagery all worked together to reposition
Mulvanny/G2 as a different kind of architectural firm—
forward-thinking and innovative. “The response was
great, and their perception in the marketplace was
uplifted,” shares Dalton. “The client is getting a lot of
good meetings, and the party that they held to cele-
brate the new launch and the new building was a
mob scene.”
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