16
Taking Flight
OBJECTIVE Finchworks, a newly formed creative design fi rm consisting
of two twenty-year veterans in the fi eld, wanted to create a memorable
promotional package to introduce their new venture to the marketplace.
AUDIENCE The target audience for the inaugural promotional initiative was
prospective clientele, including art directors, marketing communications managers,
and creative directors. The piece was also distributed to past clients and business
acquaintances. Forty promotions were produced.
CONCEPT The name Finchworks was derived from the partners’ fondness and
affection for the zebra fi nches that they raise as a hobby. The hardworking,
industrious, and very prolifi c birds perfectly encapsulate the fi rm’s spirit.
To introduce their brand to the marketplace, the fi rm chose to produce a
distinctive, multitextural promotional ensemble. The package is distributed in a
square box wrapped with yellow beaded specialty paper and a custom label. The
handcrafted introductory package was followed up with personal phone calls.
MESSAGE The newly formed partnership is feathering their nest.
RESPONSE The Finchworks brand-building piece has garnered a lot of
excitement, creating a buzz in the community.
Firm Finchworks
Creative Direction Frances Vandal and Denice Killian
Design/Illustration Frances Vandal
Printing Lexmark C912 inkjet printer
Manufacturers The Paper Company (specialty papers),
Rubber Stampede (rubber stamp and ink),
A.C. Moore (circular box), Kreinik Metallics (cord),
Michaels (bird, eggs, and raffia), and
Zucker Feather Products (feathers)
“ Because the name Finchworks does not
readily say graphic design and market-
ing communications, our initial promo-
tional package serves to explain the
rationale behind our name, our mission,
and our personality.”
—Frances Vandal, Finchworks
fi g.
1.3
A custom hangtag, digitally
printed on yellow cardstock and
attached with brown embroidery
thread, communicates the over-
all “feathering our nest” theme.
Additional raffi a is wrapped
around the bottom of the box
and tied off.
fi g.
1.2
innovative promotions that work
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fi g.
1.5
The handcrafted promotional
package is covered with crinkled
brown kraft paper applied with
Modge Podge matte medium and
a sponge brush. Graphics of a bird
feather are rubber-stamped on the
outside of the package for visual
interest.
Image and Brand-Building Promotions
17
fi g.
1.1
A yellow fi nch fi gure is attached
fi rmly to the top of the circular
box by piercing two holes into
the lid and threading through
thin wire, twisting it in place.
Raffi a is wrapped several times
around the base of the bird,
tied off, and trimmed. Two tiny
plastic eggs are glued into place
to reinforce the nesting idea. A
label digitally imprinted with the
fi rm’s logo is applied to the in-
side cover, masking the wire tie.
fi g.
1.4
Inside the decorated box, a
small feather boa in soft beige
tones is layered and formed to
create a nest.
fi g.
1.6
The mini booklet, digitally
printed on yellow cardstock
for the cover and Arctic 60 lb.
white bond for the inside pages,
is hand-trimmed, sewn, and
cleverly bound using gold thread
with sticks and a feather.
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18
innovative promotions that work
OBJECTIVE Huber&Co Design wanted to create a distinctive, detail-oriented pro-
motional piece that would provide insight into the concepts behind the wide range of
work they do.
AUDIENCE The promotion was sent to prospective clientele, mostly corporate brand
managers and marketing directors. Five hundred were distributed.
CONCEPT The design fi rm chose to produce an elongated booklet that boasts many
subtle details. The perforated graphic accent on the cover, the metal fastener bind-
ing, the transparent bellyband, and the vellum overlays each provide a certain refi ned
elegance to the brand-building piece.
MESSAGE Huber&Co Design has a passion for detail.
RESPONSE The design fi rm received a lot of positive
feedback from prospects, landing a few choice accounts.
Passion for Details
Firm Huber&Co Design
Creative Direction Anton Huber
Design Anton Huber
Printing/Bindery Werkstatt Höeflich
Manufacturers Metal fastener
(local office supply outlet)
“ Most of our work is about developing
one strong, simple idea created with
passion and a sense for detail.”
—Anton Huber, Huber&Co Design
fi g.
1.1
The portfolio-based promo-
tion, printed on Roemerturm
Samat 280 gsm cover and
150 gsm text for the inside,
is bound using a metal
fastener.
fi g.
1.2
The vertical perforation on
the cover serves as a graphic
accent to the horizontally
oriented piece.
fi g.
1.3
A bellyband, made of
Fedrigoni 250 gsm translucent
paper, wraps the piece shut.
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n
ent
Image and Brand-Building Promotions
fi g.
1.4
The primarily warm color
scheme uses three colors:
PMS 412, PMS 1545, and
PMS warm gray 2.
fi g.
1.5
Throughout the promotional booklet,
translucent pages with descriptive
copy overlay photo-driven case stud-
ies, making a connection between the
initial concept and the fi nal piece.
fi g.
1.6
Trade Gothic and Garamond
Amsterdam are the fonts
used throughout.
19
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20
innovative promotions that work
Peel Away
OBJECTIVE H was looking to create a promotion that would communicate their
unique approach to branding and positioning.
AUDIENCE The brand-based promotion was distributed to existing and prospective
clientele. One thousand pieces were produced. The fi rm plans to continue with the
project.
CONCEPT The promotion asked clients to question the effectiveness of their current
approach to marketing. Using the metaphor of an orange to represent a business and
its products, the design fi rm demonstrated how a company could distinguish itself
by identifying its unique selling position and communicating it clearly and effectively
through great design to a targeted audience. Oranges, shown in various forms, assist
in illustrating the fi rm’s internal strategic planning and development process called
Hthink. The promotion is distributed in a 7” x 8
1
/2” x 1
1
/2” (18 x 21.5 x 4 cm)
corrugated cardboard box with a custom label. An email campaign was used as a
follow-up.
MESSAGE Think H when it comes to branding.
RESPONSE The fi rm received a 10 percent rate of response from
the reply card and dozens of emails, resulting in three new business
relationships.
Firm H, Strategic Graphic Design
Creative Direction Winnie Hart
Design Winnie Hart and Gaby Tillero
Photography Sara Essex
Printing Franklin Southland
Manufacturers Office Depot (box and inflatable pen)
“ We applied the same principles to develop
an identity piece for H as we would use for
any client. The metaphor of an orange to
represent our Hthink process simplifi es the
message by making it tangible.”
—Winnie Hart, H
fi g.
1.1
A brand chart, available on the
fi rm’s website www.thinkh.com, is
a self-evaluation form the design
fi rm uses to mirror back a client’s
concept of its brand. The orange
theme is carried throughout.
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