21
fi g.
2.2
The promotional cards,
printed in four-color process
plus PMS 718 on 120 lb. Uto-
pia Silk cover, are sent in a
series as well as individually
in envelopes. Dull varnish is
used to protect the heavy
coverage of ink.
fi g.
2.1
The fonts Helvetica,
Franklin, and Platelet
are used throughout.
fi g.
2.3
An infl atable vinyl pen, en-
closed inside an elongated,
tentlike structure called a
pen pod, is used as an inter-
active add-on, motivating
recipients to respond to the
enclosed business reply card.
Image and Brand-Building Promotions
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22
innovative promotions that work
Escape from the Ordinary
Firm the[Box]
Creative Direction Anna Eidelman and Boris Churashëv
Design Anna Eidelman and Boris Churashëv
Photography Nicholas Timmons and Susan Delgado
Printing/Bindery Digital Banana (brochure and pocket
envelope), Epson 1280 inkjet (business card), and Epson
R2400 (case study brochure)
Client Double Image Studio
“ Do you know that feeling when the
airline ticket for your vacation arrives in
the mail? You are excited. You open the
envelope and see yourself escaping from
the ordinary. That is the feeling that
Double Image Studio brings to every
project.”
—Boris Churashëv, the[Box]
OBJECTIVE Double Image Studio, a team of two photographers, wanted a distinc-
tive promotional package that would speak to their diverse, multicultural expertise.
The[Box] was brought in to capture the perfect setting for the studio’s worldly
photography.
AUDIENCE The target audience was creative directors, art directors, designers, and
art buyers working for advertising agencies and corporations throughout the United
States. Two hundred promotional packets have been produced to date.
CONCEPT Double Image Studio’s photographic vision features slice-of-life scenes
from all over the world. To carry their global message, the design fi rm employed the
look and feel of an airline ticket. Every detail from the studio’s profi le, capabilities,
and client list to the presentation of images is formatted to resemble a travel itinerary
and ticket. With a selection of ten cards from which to choose, the staple-bound ticket
can be customized easily to the recipient’s buying needs. The promotion is followed
up with a custom case study–based brochure that features a project taken on by the
studio. The initiative is part of a rebranding campaign that includes a new set of port-
folios, postcards, e-cards, and a new website.
MESSAGE Double Image Studio has a unique way of looking at the world.
RESPONSE The promotion has allowed the photographic studio to get their foot in
the door to not only show their work but also to bid on many exciting projects.
fi g.
1.1
The case study brochure is
digitally printed in-house
on Moab Entrada Fine Art
190gsm in bright white.
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23
m
x]
Image and Brand-Building Promotions
fi g.
2.3
Modeled after an airline
ticket, the die-cut, perfo-
rated, and staple-bound
brochure features worldly
photographic images printed
on a selection of ten cards,
making it easy to customize
the piece to a prospective
client’s needs.
fi g.
2.2
The brand-building promotion is
digitally printed on Mega 80 lb. dull
coverstock and fi ts nicely into a
pocket envelope, printed on Mega
100 lb. gloss text stock.
fi g.
2.1
Triplex, Double Image
Studio’s brand font, is used
along with OCRA and Letter
Gothic, chosen for their
resemblance to type used in
airline tickets.
fi g.
2.4
Matching business cards,
printed in-house on an inkjet
printer, help to continue the
travel theme.
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24
innovative promotions that work
Creative Wordplay
Firm Plainspoke
Creative Direction Matt Ralph
Design Matt Ralph and Steve Richard
Website Programming Steve Richard
Production Manager Connie DiSanto
Photography Brian Wilder
Printing/Bindery Printers Square
Client Brian Wilder Photography
“ I strongly believe that promotions need
to connect and provoke a response. It
could be as simple as making someone
laugh or giving them something to think
a little deeper about.”
—Matt Ralph, Plainspoke
OBJECTIVE To promote his work and make his name memorable to prospective
clientele, photographer Brian Wilder knew he had to come up with something really
catchy, fun, and inviting. This endeavor required a complete redesign, including an
identity system, promotional package, and website. Wilder sought out long-time
collaborator Plainspoke to do the job.
AUDIENCE The promotional package was sent to art directors, art buyers, and de-
signers in the editorial and advertising markets. One thousand pieces were produced.
CONCEPT To make Brian Wilder’s name memorable, the design fi rm came up with an
interesting wordplay using the photographer’s fi rst initial and last name, B Wilder. The
playful combinations—B Cooler, B Leaner, and B Meaner, to name just a few—help
reinforce B Wilder (Brian Wilder) and all the qualities inherent in his work. To con-
tinue this fresh, exciting theme, a series of postcards and T-shirts are in the works.
MESSAGE Brian Wilder is a photographer able to translate word into image in a fun
and exciting way.
RESPONSE Since the launch of the new identity program, promotional package, and
website, photographer Brian Wilder has seen a substantial increase in assignments and
requests to see his portfolio. Advertising agency creative directors and editorial art
directors are especially responsive to the promotion’s strong use of word and image.
fi g.
1.1
To accent the promotional
package, the stationery sys-
tem uses two primary colors,
PMS 032 red and 7528 gray
printed on Mohawk Super-
fi ne Ultrawhite smooth fi nish
70 lb. text and 120 lb. cover.
fi g.
1.2
The font, Akzidenz Grotesk,
is used throughout for its
bold, assertive quality.
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25
n
e
d
d
,
h
fi g.
3.1
The graphic and geometric
framework of Brian’s website,
www.brianwilder.com, continues
the exciting play between word
and image.
Image and Brand-Building Promotions
fi g.
2.1
The 5” x 6
3
/4” (13 x 17 cm),
saddle-stitched booklet gives
the piece an intimate appeal.
fi g.
2.2
Inside the booklet, cleverly
titled B Brighter, word and
image work together in a
fun, entertaining way. Gloss
and matte varnishes are
applied onto Scheufelen Job
Parilux dull 74 lb. cover in
contrasting ways to further
enhance the message.
fi g.
2.3
The brightly colored booklet
fi ts in a neutral-toned,
French Durotone packing
brown 70 lb. text sleeve im-
printed with a double hit of
opaque red purple (PMS 812)
to match the signature color
red (PMS 032). The entire
package is mailed in a clear
envelope with a translucent
label.
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