90
innovative promotions that work
Picture This
OBJECTIVE Wanting to give something to clients that would enrich their lives on a
daily basis, the design team at Fan Works Design chose to produce a personal, hand-
crafted keepsake album.
AUDIENCE The primary audience was existing clientele. The keepsake piece has also
been given out to prospective clients as a follow-up. A total of 500 albums were cre-
ated; most of them were hand-delivered.
CONCEPT The self-standing album, inspired by a gallery exhibition of handmade art-
ist books, can be personalized by the recipient with special mementos, notes, or draw-
ings. The handwork and attention to detail make the keepsake promotion look like a
handcrafted, signature piece, while the copy makes it feel sincere and heartfelt.
MESSAGE Life has many special moments. Don’t forget to cherish them.
RESPONSE This token of appreciation received numerous thankful comments from
Fan Works Design’s existing client base. The promotion also got the fi rm a foot in the
door with prospects who, after receiving the package, requested to see more work.
Firm Fan Works Design, LLC
Creative Direction/Design Dawn Ripple McFadin
Illustration Kevin McFadin
Copywriting Blue Ridge Communications
Printing/Bindery York Graphic Services (journal and
insert card) and HP laser printer (instructional sheet)
Manufacturers Bliss Wedding Market (sage green enve-
lopes), Paper Mart (boxes), Dick Blick (matt board), and
Kolo (photo corners)
“ There’s a very personal touch to our
promotion, and people respond to that.
The usefulness and sentiment stretches
way beyond just the season, which helps
us and our work stay in people’s minds
year-round.”
—Dawn Ripple McFadin, Fan Works Design, LLC
fi g.
1.2
The illustrated front and back covers,
a visual collage of personal memoirs,
are printed in four-color process,
PMS 10 warm gray, and satin aque-
ous varnish on Mohawk Paper Navajo
180 lb. cover. The warm and inviting
presence encourages the recipient to
open the piece and look inside.
fi g.
1.5
Both front and back covers
are mounted on Crescent
cream matte board, adding
weight and durability to the
overall piece.
fi g.
1.4
The album is
wrapped shut
with a raffi a bow.
fi g.
1.3
An insert card, printed in
four-color process and PMS 10
warm gray plus a satin aqueous
varnish on Mohawk Paper 180 lb.
Navajo cover in brilliant white,
sets the tone of the piece.
fi g.
1.1
The keepsake album
comes in a decorative
box with a textured
fi nish and custom label.
T
p
w
is
a
f
r
s
f
o
th
b
th
a
(Provision) : Innovative Promotionals That Work - CD1205.21 / 4237 Text Black
GWIPTW p046-091_11-04-05_.indd 90GWIPTW p046-091_11-04-05_.indd 90 2/15/11 10:44:27 AM2/15/11 10:44:27 AM
Keepsake Promotions
o
-
s
b.
91
fi g.
2.1
Once opened, the
accordion-folded album
becomes self-standing.
fi g.
2.2
The main interior panel,
printed in four-color process
with a satin aqueous varnish,
is custom die-cut, scored,
and adhered to the inside
front and back covers for
stability. Another accordion-
folded panel is inserted in
the middle, using the same
brilliant white cover stock, in
the opposing direction as an
accent.
fi g.
2.3
The scrapbook-like album
comes with an instructional
insert and cream-colored
photo corners stored in a
mini sage green envelope.
(Provision) : Innovative Promotionals That Work - CD1205.21 / 4204 Text Black
GWIPTW p046-091_11-04-05_.indd 91GWIPTW p046-091_11-04-05_.indd 91 2/15/11 10:44:31 AM2/15/11 10:44:31 AM
Venturing Out
Firm Real Art Design Group, Inc.
Creative Direction Chris Wire
Design Jeremy Loyd, Chris Wire, and Kate Rohrer
Printing Patented Printing and Corporate Packaging
(pillow pak)
Special Techniques Custom Formed Products
(die-cutting)
Manufacturers Corporate Packaging (pillow pak),
Woodwright and Lumber Company (wood), Mutual Tool
& Die Inc. (metal), and State Line Wholesale (ribbon)
“ Designing our own promotions allows
us to explore other areas. We can work
with new materials and think in different
ways that are not necessarily linked to
our other projects.”
—Kate Rohrer, Real Art Design Group, Inc.
OBJECTIVE For this year’s holiday promotion, Real Art Design Group chose to
venture outside the norm, pushing their creative and production abilities.
AUDIENCE The target audience included both current and prospective clients as well
as vendors and other company contacts. Three hundred and seventy-fi ve kits were
produced.
CONCEPT Each year Real Art Design Group produces a unique holiday keepsake.
This year the fi rm focused on creating a custom light for which clients could partici-
pate in the creative process by customizing the look and feel of their keepsake.
A variety of opaque and translucent shades could be mixed and matched to create
a signature look. The promotion was presented in a custom pillow pak wrapped by
a brilliant red ribbon.
MESSAGE Happy holidays from the brilliant creative team at Real Art Design
Group.
RESPONSE Real Art Design Group’s holiday promotions are always highly antici-
pated. This year was no different. Desks, cubicles, and offi ces of clients and collabo-
rators are now illuminated with unique custom creations, a radiant refl ection on the
innovative fi rm.
T
in
a
s
c
b
innovative promotions that work
92
(Provision) : Innovative Promotionals That Work - CD1205.21 / 4108 Text Black
GWIPTW 092-137_11-04-05_5C.indd 92GWIPTW 092-137_11-04-05_5C.indd 92 2/15/11 11:06:57 AM2/15/11 11:06:57 AM
93
Keepsake Promotions
The custom keepsake light is
made of baltic birch wood for
the sides and black anodized
aluminum for support.
fi g.
1.2
fi g.
1.3
Translucent and opaque shades, printed in four-color process plus
PMS 4625 on Glama Natural Translucent 29 lb. cover and Starwhite
Vicksburg 110 lb. natural cover, respectively, can be mixed and
matched to create a variety of interesting combinations.
The keepsake promotion is presented
in a silkscreen-printed plastic pack-
age, chosen for the way its overall
shape echoes the design and translu-
cency of the lamp. It ties shut with a
brilliant red ribbon.
fi g.
1.1
(Provision) : Innovative Promotionals That Work - CD1205.21 / 4108 Text Black
GWIPTW 092-137_11-04-05_5C.indd 93GWIPTW 092-137_11-04-05_5C.indd 93 2/15/11 11:07:02 AM2/15/11 11:07:02 AM
94
innovative promotions that work
Sending Thanks
Firm KBDA
Creative Direction Kim Baer
Design/Illustration Allison Bloss, Helen Duval,
Keith Knueven, Barbara Cooper, and Liz Burrill
Printing Pat Reagh Printing (letterpress)
Manufacturers Taylor Box Company (box)
“ Our fi rm has been blessed with great
collaborators, both clients and col-
leagues. They’re what make our work
worthwhile.”
—Kim Baer, KBDA
OBJECTIVE KBDA was looking to create a heartfelt keepsake promotion as a way
to express their gratitude and thanks to clients and collaborators.
AUDIENCE The piece was distributed to existing and prospective clientele as well as
colleagues. Seven hundred and fi fty were produced and delivered by Thanksgiving.
CONCEPT Under the theme of giving thanks, each designer in the studio was given
the freedom to create his or her own interpretation. The only restriction in the project
was that the design needed to work well in letterpress. The goal was to inspire recipi-
ents of the set of thank-you cards to pass on the wishes of gratitude to others.
MESSAGE Don’t forget all of the blessings and good fortune in your lives, and
remember to thank those around you who have made an impact.
RESPONSE The promotion received tremendous feedback, generating a lot of
goodwill for the studio.
(Provision) : Innovative Promotionals That Work - CD1205.21 / 4237 Text Black
GWIPTW 092-137_11-04-05_5C.indd 94GWIPTW 092-137_11-04-05_5C.indd 94 2/15/11 11:07:07 AM2/15/11 11:07:07 AM
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.