Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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catherine macdonald & associates
Evolving Design
Garden designer Catherine MacDonald was looking for a
provocative and memorable brochure that would appeal to
an upscale clientele. “This was a very interesting client, a
Renaissance woman. She was an artist, author, and lecturer,
with garden design being her primary focus,” recalls creative
director Rik Klingle. “She did not want to be portrayed as a
gardener. It is a higher level that she brings to a project.”
Prior to creating the piece, the designers spent time
discussing the role of a garden designer and the artistic
sensibilities that Catherine MacDonald brings to her work.
“We looked at her portfolio and got to understand what
her thought process was,” says Klingle.
Because garden design evolves over time, the designers felt
that it was important to incorporate an element of change
into the design. “We wanted a structure to hold the identity
together, but we also wanted flexibility for the client to
customize.” With this brochure, the client has the option of
filling the hand-sponged boxes with anything from beautiful
river rocks to bark or twigs. With an overall theme of
nature’s elemental diversity, several cards were designed to
either be sent out individually in engraved translucent
envelopes or as a series packaged in a decorative box. The
purple card features metal to show structure. The ochre
card portrays wind to convey the element of change, and
the green card is an alum plant to represent nature’s flora.
“We wanted the images to go together, but each has a
different focus,” comments Klingle. The beautifully
designed cards were letterpress-printed onto Strathmore
uncoated 100-lb. cover stock, each with its own signature,
specially matched color. Gray was printed on the back. “The
color balance was absolutely critical. The client had a good
eye for color, and she really pushed us on this,” remarks
Klingle. “It was a challenge.”
CLIENT:
Catherine MacDonald &
Associates specializes in
garden design.
FIRM:
Thumbnail Creative Group
CREATIVE DIRECTOR:
Rik Klingle
DESIGNERS:
Valerie Turnbull and Judy Austin
PHOTOGRAPHERS:
Catherine MacDonald and
various stock
What Works
The unique package helped to communicate Catherine
MacDonald’s distinctive approach to garden design. The
piece’s adaptability allowed the garden designer to
customize and tailor each piece to the appropriate client.
“After sending out the piece, she got a major contract
right away,” notes Klingle. “She is also getting a lot of
recognition from the trade media.”
Graphic Design That Works
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Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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24
ABOVE: The versatile package rests
on a bed of scented dried leaves,
which gives it a natural quality.
Inside the hand-sponged box is a
series of three letterpress-printed
cards that fits nicely into
engraved translucent envelopes.
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