120
innovative promotions that work
Yearly Endeavor
OBJECTIVE For six years, FrankSturgesReps, Salvato Coe & Gabor Design, and
Baesman Printing Corporation have collaborated to produce a theme-based wall calen-
dar promotion to draw attention to their various services.
AUDIENCE The primary target audience for the artist representative was advertising
agencies, graphic designers, book publishers, magazines, and record companies, while
the design fi rm and printer targeted more corporate accounts. Five thousand calendars
were split between the three fi rms.
CONCEPT This year’s theme was Oxymoron, two words that seemingly contradict
one another. Miserable bliss, same difference, wise fool, buried alive, and pretty ugly
are just some of the familiar oxymoron phrases used throughout the illustrated
keepsake calendar. Each of the participating fi rms received calendars and envelopes
customized with their mailing address.
MESSAGE Remember FrankSturgesReps, Salvato Coe & Gabor Design, and
Baesman Printing Corporation for your illustration, design, and printing needs.
RESPONSE After six years, recipients look forward to what the collaborators will
come up with next. Although there has been signifi cant work generated for each of
the participants as a result of the calendar, the promotion serves more as a constant
reminder of each fi rm’s presence in the market.
Firms FrankSturgesReps, Salvato Coe & Gabor Design,
and Baesman Printing Corporation
Creative Direction/Design Layne Peters
Illustration Noma Bliss, Daniel Chang, Josef Gast,
Matt Curtius, The Heads of State, David Hollenbach,
Roman Klonek, Franklin Hammond, Rich Lillash,
Michael Miller, Gina Triplett, and Walter Vasconcelos
Printing Baesman Printing Corporation
“ I always think it’s a good thing when
creative minds get together. It allows
for a different perspective, ultimately
producing a better fi nished product.”
—Layne Peters, Salvato Coe & Gabor Design
The 8
3
/4” x 8
3
/4” (22 x
22 cm) calendar, entitled
Oxymoron, is printed in
four-color process on
Unisource porcelain ultra
100 lb. silk cover and text
and hole-punched for
hanging.
fi g.
1.1
An aqueous coating is used
throughout for durability.
fi g.
1.2
fi g.
1.4
The illustrated calendar
comes in a custom-designed
envelope made of William-
house and Unisource 28 lb.
white wove.
fi g.
1.3
The primary font is a custom-
designed typeface created to
work with the overall graphic
look and feel of the calendar.
It is supported by the Mrs Eaves
family of fonts.
fi g.
2.1
Inside the whimsical calendar,
familiar oxymoron phrases are
used. This highly stylized image
by artist Josef Gast features the
oxymoron same difference.
O
H
d
A
w
C
d
th
re
sh
e
h
c
T
c
M
C
R
sa
T
c
T
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n-
s
Coastal Inspired
OBJECTIVE After moving into a newly renovated space located on Pacifi c Coast
Highway in Hermosa Beach, California, the team at IE Design + Communications
decided to share their excitement about their new locale.
AUDIENCE The series of coasters were mailed to prospective and existing clients as
well as vendors, the press, friends, and family. Two thousand were produced.
CONCEPT By creating a set of six coasters, naturally titled Pacifi c Coasters, the
design fi rm was able to build awareness not only of their new location but also of
their creativity and ingenuity. To create a series of fashion-savvy coasters, the team
researched interior design and home decorating trends. They noticed that coral and
shells were very popular as were the colors blue-green and salmon-red. This knowl-
edge helped pave the way for their beach-infused theme. Each Pacifi c Coaster is
hand-illustrated in an abstract, ocean-inspired fashion by a different member of the
creative team. On the back, poetic, thought-provoking quotes inspire and motivate.
The keepsake promotion demonstrates to clients how image, word, form, and function
can work together successfully.
MESSAGE What do you get when you move a graphic design fi rm to the Pacifi c
Coast Highway in Hermosa Beach?
RESPONSE The design fi rm received tremendous response from their holiday keep-
sake promotion, including several projects that came in as a direct result of the mailer.
The West Coast fi rm has also received numerous emails and phone calls thanking and
complimenting them on their exquisite work. Several people even framed the coasters.
The fi rm is still receiving requests for more.
Firm IE Design + Communications
Creative Direction Marcie Carson
Design/ Illustration Marcie Carson, Cya Nelson, Amy
Klass, Jane Kim, and Nicole Lehmann
Printing Roadrunner Press
Manufacturers Spicers Paper (paper)
“ When you can combine creative talent,
unique designs, and functional items,
you always have a successful mailing.”
—Marcie Carson, IE Design + Communications
fi g.
1.2
Each coaster is printed in four-
color process on heavy Fiber-
mark absorbent paper on the
front and PMS 477 brown on
Curious Collection Lightspecks
Sky 80 lb. uncoated cover on
the back. The front and back
sheets are glued together with
chipboard in the center for
additional stability.
fi g.
1.3
The series are cost-effectively
gang-printed six up, two rows
of three, on the same offset
press sheet.
fi g.
1.1
The set arrives with a custom
insert card, imprinted with
PMS 871 gold metallic on one
side, wishing holiday cheer.
fi g.
1.4
The entire package is mailed
in a 5” x 5” (12.5 x 12.5 cm)
white envelope imprinted with
PMS 477 brown to match the
backside of the coasters.
121
Keepsake Promotions
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122
innovative promotions that work
Spice It Up
OBJECTIVE Capsule wanted to produce a unique and memorable holiday keepsake
promotion, one that clients would savor for months after the holidays.
AUDIENCE Outerspice was distributed to current and prospective clients as well as
friends and family. Initially 500 units were produced. The spicy endeavor is now avail-
able for purchase on the Web.
CONCEPT The design fi rm chose to venture outside what might be seen as typical or
expected when it came to their year-end promotion. To tie into the Capsule brand, the
fi rm chose an outer-space theme presented in a fun, whimsical fashion. Outerspice, a
bold and spicy steak rub, became the brainchild of their efforts.
MESSAGE Experience the Capsule brand in a fun and delectable way.
RESPONSE Everyone who received the spicy mix began to inquire about purchas-
ing the product. After experiencing tremendous success with the steak rub, Capsule
launched a full line of Outerspice products, including T-shirts and desktop screensavers
available for purchase on the Web at www.capsuleshak.com. To continue their retail
success, Capsule has launched another product called Cocoa Mang. It is currently
being considered for full-scale distribution by a regional retail grocery chain.
Firm Capsule
Creative Direction Brian Adducci
Design Brian Adducci
Illustration Anchalee Champbundabongse
Printing Diversifi ed Graphics (spice labels) and Art-
house (T-shirt)
Manufacturers Wayzata Bay Spice Company (spice
blend), Fruit of the Loom (T-shirts), and Uline (anti-
static bags)
“ Outerspice, created as a way to
maintain a relevant position in the
mind of the audience, is an example
of the Capsule brand coming to life in
the form of a product.”
—Brian Adducci, Capsule
T
u
c
i
z
fi g.
1.1
Screensavers, called desk-
tops, are yet another part of
the growing Outerspice line.
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123
-
rs
fi g.
2.2
fi g.
2.1
The Outerspice steak rub, a
unique blend of ten spices,
comes in a round tin custom-
ized with a signature label.
The Outerspice label, printed in four-
color process plus an overall aqueous
coating on 60 lb. pressure-sensitive
semigloss label stock, boasts a custom
logotype accented by the Capsule
corporate font Akzidenz Grotesk.
fi g.
2.3
The out-of-this-world meat enhancer
is distributed in a silver antistatic bag
that seals shut. The brown label that
accents the silver package is offset
printed in PMS 7540 on 60 lb. Fasson
brown kraft uncoated paper.
fi g.
3.1
T-shirts, an extension of the Outerspice line, are
silkscreen-printed with the signature Outer-
spice character in three colors: PMS 374 light
green, PMS 376 green, and white on dark gray.
fi g.
3.2
The imprinted shirts also
come in a silver antistatic
bag with a custom label.
Keepsake Promotions
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