Adding Long-Term Value to Compelling Collateral Materials
Print alone for print’s sake can be an expensive proposition, often with limited returns. That’s why Eastern Standard’s strategy of choice is creating “crossover” print collateral that works well across platforms and translates handily into digital media formats for maximum reach and accessibility.
The Old City Philadelphia-based Chemical Heritage Foundation (CHF) had been leading an annual immersive science symposium called Innovation Day for more than a decade when they came to us in search of a new approach to the event’s branding. What the client received, in the end, was an integrated, forward-thinking solution that met a multitude of needs.
While the vast majority of our projects are approached in a web-first manner, the stepping-off point for this project was a custom print brochure. And in this case, it had to do double duty as both an appealing information-intensive event overview for attendees, and a lasting portfolio asset that would be used to attract future sponsorships.
The CHF team knew they wanted a sophisticated and abstract look that would stand up over time — a departure from the photo-intensive approach they had employed in years past. So we employed our signature approach to create a visually appealing, printed booklet in two colors with a metallic ink. Its features were intentionally designed to translate well across other media, including event posters, signage, presentation templates, and online advertising. The result was an effective and cohesive branding solution.
“When you have someone in an immersive event like this or around a conference table discussing possible sponsorship, and you can give them a compelling takeaway like this program, you have their attention. It’s not competing with multitudes of online sources of information, and it’s not an e-mail that can be deleted or buried.”