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Scroll down to see all of our on-line portfolio
Duette Honeycomb Shades
Innovative Product Sampling
Ibis Communications
Identity System
Luminette
Multimedia Presentation
Boulder County Health Department
Emergency Contraception Education Campaign
Task Force Inc.
Identity & Direct Mail
Hunter Douglas
Luminette Product Launch
Insurance Training Network
Website Development & Company Identification
Innovative Product Sampling
The Challenge – In the highly competitive home furnishings marketplace, the look and design of merchandising materials used to sample window fashions is critical. Product sampling must be attractive and highly functional while at the same time helping to market the product to all audiences–– from sophisticated interior designers to price-conscious retailers to consumers.
The Inspiration – At Creative Communications, we’re always looking for opportunities to help clients market and sell their products and services––even when we’re not “on the clock.” The inspiration for The Duette Designer Folio came about quite by accident. While shopping for a birthday gift, we found a child’s “toy” that was an ideal device for showcasing samples of Duette Honeycomb Shades, and would help Hunter Douglas put their product in the hands of the hard-to-please interior designers. We located the manufacturer of the toy, a foldout case with a unique fabric backing, arranged for prototypes to be developed, and took our idea to ongoing client Hunter Douglas.
The Result – The unique construction of the Duette Designer Folio allows for product samples to be removed from a larger sample book and placed in the compact Folio at the designer’s discretion. In focus groups, the Folio received rave reviews from interior designers who liked not only its streamlined presentation, but the fact that product samples could be added or removed in the field to customize each presentation to potential in-home customers. The Folio was produced and launched as a market energizer by Hunter Douglas, and has been so popular, it is now a standard item in the Duette Honeycomb Shades sampling kit.
of the Duette Designer Folio was inspired by a child’s birthday present.
Creative Communications played a key role in bringing this new method of sampling Hunter Douglas products to the competitive window fashions marketplace.
Identity System
The Challenge – IBIS Communications is a new consulting company that provides advisory services for those whose work requires successful collaboration with governments, the educational system and communities. Since written documentation is a key component of their work, it was particularly important for reports, letters and proposals to be presented in a succinct and attractive manner. Since IBIS Communications’ audiences include governments, educators, businesses and communities, the materials needed to be polished and professional, as well as customizable.
The Inspiration – We took our cue from the company name. Random images of feathers were used on stationary and sales materials, reflecting the diversity of the organizations IBIS works with while reinforcing the company name. Text featuring the characteristics of the ibis was used throughout to set an elegant, interesting tone.
All of the components used in the new business materials–from biographies and case studies to business correspondence– can be customized for each prospect by adding or subtracting documents and binding the materials using a simple wire system.
The Result – This flexible, integrated and creative identity system is a feather in our cap. IBIS Communications successfully used the materials to relaunch its company–and gained several new clients in the process.
This modular identity package for IBIS Communications can be customized for each prospective client and sales presentation.
Multimedia Presentation
The Challenge – Luminette is an upscale window covering introduced by Hunter Douglas Window Fashions in 1998. In 2000, it was time to expand the product line with new fabrics and colors. To communicate what was new with Luminette to their fabricator/dealer network and sales force, Hunter Douglas needed a quick turn multimedia program for a major sales meeting.
The Inspiration – With no time or budget for a location video shoot, Creative Communications decided to create a dynamic, moving presentation using still photography that had already been shot. The stills were edited and manipulated in Adobe After Effects, a software program typically used for adding special effects to video footage.
The entire 15-minute “video” presentation was developed in four-weeks, from writing a seamless script and voiceover recording, to editing and post-production. Stock footage of light effects was used to create a “kalaidescopic” opening, transitions and close that supported the sale meeting theme of “Invite the Light.” and added a realistic sense of motion.
Creative Communications also sourced and designed a variety of items for the event, including tablecloths, centerpieces, a magnifying glass, and sleep masks (highlighting a light-blocking product extension)–and developed a computer presentation and accompanying script to describe technical product features. And, yes, we did it all in the same four weeks.
The Result – “Invite the Light” looked like real video footage and communicated the new additions to the Luminette line in an engaging way. The program proved to be so popular, it was re-edited and distributed for another sales level.
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Emergency Contraception Education Campaign
The Challenge – To help reduce unintended pregnancies among teens and young adults by educating them about emergency contraception, a form of birth control that can be taken within a 72-hour “window” after unprotected sex. The message needed to reach a diverse audience of Anglo and Latino youth ranging in age from 15-24. The information needed to be presented in a way that would speak to teens and get their attention, and, at the same time, not offend community partners such as schools, parents, teachers and healthcare providers. The budget was very streamlined, requiring the use of stock photography.
The Inspiration – We needed to get teens to consider the consequences of their actions (unintended pregnancy) and get them in touch with confidential sources of information about emergency contraception. Research showed that scary or “preachy” tactics might be turnoffs. So we took our cue from the lifestyles and attitudes of teens, creating a campaign that was both empathetic to their concerns and informative. Thousands of stock photographs were researched to find gritty, real-life images that reflected the diversity and reality of our audience.
The Result – Six posters with headlines targeted to different audience segments were created in both English and Spanish. The posters included a holder for a small, purse/pocket-sized brochure that provided detailed information about emergency contraception. Posters were designed to allow for flexible placement (wall or counter) anywhere that youth congregate–from restrooms in bars, movie theatres, and other recreational venues to clinics.
Identity & Direct Mail
The Challenge – Task Force Inc., a contingent staffing company specializing in the insurance industry, wanted to energize their business by adding new clients and by reminding existing clients of the unique benefits they have to offer. Task Force also wanted to introduce a new identity developed earlier the same year. However, the budget only allowed for one direct mail piece.
The Inspiration – Since Task Force Inc. is the only Colorado company offering topnotch services of this kind, the Rocky Mountains were a natural choice. A positioning statement–Turn to a Company whose standards are higher. 5,280 feet to be exact.– was developed and featured on a backdrop of mountains. The four-color brochure was mailed in an elegant velum envelope, allowing the text and image to show through.
A new logo designed by Creative Communications appeared for the first time in this introductory piece. It features the positive image of two people with their hands meeting in the air, indicating partnership––Task Force’s core philosophy in their relationships with their clients and employees.
The Result – Creative Communications helped Task Force forge new partnerships with clients. If you need to form a partnership with a creative force, give us a call.
Luminette Product Launch
The Challenge – Introduce a window covering that was not only a new product, but a whole new category of product. Luminete Privacy Sheers combine the fabric of a traditional sheer with vanes that rotate like those in a blind. Interior designers, dealers and consumers in this competitive, fashion-oriented market had never seen a product like this before and were completely unfamiliar with its benefits.
To demonstrate its unique attributes of sheerness and privacy, the product had to be shown in a large format. At the same time, space in retail storefronts is at a premium with merchandising materials competing for space and attention. Samples of the product needed to be fairly large (for a home furnishings sample) yet mobile enough for a salesperson to carry into a customer's home. Window covering dealers needed to learn a whole new way of measuring and installing this new product, too.
The Inspiration – Luminette treats light like no other window fashion. Creative Communications developed a positioning/tagline, All the light. All the privacy. All the possibilities., which quickly communicates the product’s two key, and seemingly incongruous, attributes–sheerness and privacy.
From there, we designed, wrote and produced the complete Luminette launch kit including: a sample book, an oversized hand sample demonstrating product functionality, sales video, reference guides for dealers/installers, point-of-purchase poster and counter card, consumer direct mail for dealers, an installer's kit, co-op advertising, dealer registration card and order form, product training meeting materials (slide show, script, workbook, and supporting items).
This large multifaceted project was pulled together in four months, a relatively short period of time for an effort of this scope. The video alone was scripted, scouted and produced in just one month on a tight budget.
The Result – Luminette Privacy Sheers were well-received by both interior designers, retail dealers and consumers. The product has been gaining market share since its introduction in 1998. Our effective and creative sampling, point-of-purchase and educational materials helped make this intriguing product launch a success.
From product positioning to retail merchandising materials to video, we created it all for Luminette, a high-end window fashion.
Website Development & Company Identification
The Challenge – “Learn it today. Use it tomorrow.” is one of the themes of this new training company, offering continuing education and lifetime learning for professionals in the property and casualty insurance industry. The company wanted to differentiate their workshops and seminars by communicating that insurance education can be fun and, at the same time, practical and useful. As the “new kid on the block,” the company also needed to attract attention and demonstrate capability.
The Inspiration – Creative Communications chose the retro artwork of comicbook figures and the graphic element of school notebook paper to engage the audience and take them back to a time when learning was fun and life was simpler. For example, when buttons on the website's home page are “rolled over,” characters such as a Dick Tracy look-alike pop-up with information about what’s on the next web page. The website was organized and designed to be easy to use and navigate.
The company’s logo featured a clean, active look and the tagline, “Education for success.” Direct mail postcards were developed to drive potential registrants to the new website, featuring a “win a FREE workshop” offer available only by registering on the web. This strategy was also designed to help the client capture e-mail addresses for future marketing efforts. A catalog was also created listing all of the company’s classes.
The Result – Insurance Training Network has enough participants to launch as planned with its first workshops in fall, 2000. The company’s materials have created quite an interest in the industry community.
Go take a look at Insurance Training Network's website. www.itncorp.com
