Standout communications are the bedrock of a strong brand. Communications which explain, engage and are memorable are essential when establishing and maintaining saliency.
This example was a response to a brief from the English agents for Zanders – a high quality German paper mill, who wanted to market their products to designers for the first time.
The brief called for “…a letter with a reply paid coupon…” Knowing that such things would go straight into the bin, I suggested using a well known illustrator, brand the front and insides and add a paper sample with instructions to create an origami elephant. (So that the designer got to feel the quality of the paper.) As a result the mailer hit the national press and received additional publicity, the client received a 13% response rate – well over and above the then expected norm of 3%.
We then continued to develop a similar route, via a series of mailers, establishing Zanders firmly as the premier paper of choice in the UK design market.
Designed by Graham Bowes and Michael Darby while at Eyre & Spottiswoode, writing by Richard Irvine, illustration by Lynda Gray.
Click here for a highly engaging and memorable film clip about the power of words…