VolumeInc
Mohawk Solutions Promo
The Solutions line is pitched at an audience that does a lot of workhorse design—in-house design teams, corporate materials, projects on a budget. We wanted to provide a teaching guide, but also to inspire these designers and printers to think outside the box, to see how the same (and often mundane) source material can actually be made to sing if one looks at it in new ways. Make lemonade out of lemons. Anyone who receives this should think, Wow, I want to do something like that for my next printed—whether it's a stock choice, a printing method, or the design solution itself—and keep it on their prized print sample shelf.
The promotion's storyline focuses on practical issues of creativity: How do we come up with design solutions? What are the different ways to tackle a design problem? How can we jigger the creative process to yield unexpected and interesting results?
We selected ten images from various sources and then intuitively sequenced them without too much thought. Part of the challenge here was to use imagery we might be limited to if we were working in-house without much of a photo budget. This meant using stock imagery and avoiding a generic look and feel. (This was actually more challenging than we initially thought.)
We then assembled a 16-page image sequence from the 10 images that would be repeated identically 3 times in the promotion. Next, we gave the sequence to 3 writers who each wrote to the sequence—one in story form, one in dialog form, and one a six word memoir—and came up with wildly disparate interpretations. We uniquely visualized each of their takes, while still maintaining the same image layout throughout all three sequences. It's sort of the Run Lola Run or Groundhog Day paper promo—we always start in the same place, but the three outcomes are different, showing the different ways one could approach a design problem with the same source material.
Mohawk Solutions Promo
The Solutions line is pitched at an audience that does a lot of workhorse design—in-house design teams, corporate materials, projects on a budget. We wanted to provide a teaching guide, but also to inspire these designers and printers to think outside the box, to see how the same (and often mundane) source material can actually be made to sing if one looks at it in new ways. Make lemonade out of lemons. Anyone who receives this should think, Wow, I want to do something like that for my next printed—whether it's a stock choice, a printing method, or the design solution itself—and keep it on their prized print sample shelf.
The promotion's storyline focuses on practical issues of creativity: How do we come up with design solutions? What are the different ways to tackle a design problem? How can we jigger the creative process to yield unexpected and interesting results?
We selected ten images from various sources and then intuitively sequenced them without too much thought. Part of the challenge here was to use imagery we might be limited to if we were working in-house without much of a photo budget. This meant using stock imagery and avoiding a generic look and feel. (This was actually more challenging than we initially thought.)
We then assembled a 16-page image sequence from the 10 images that would be repeated identically 3 times in the promotion. Next, we gave the sequence to 3 writers who each wrote to the sequence—one in story form, one in dialog form, and one a six word memoir—and came up with wildly disparate interpretations. We uniquely visualized each of their takes, while still maintaining the same image layout throughout all three sequences. It's sort of the Run Lola Run or Groundhog Day paper promo—we always start in the same place, but the three outcomes are different, showing the different ways one could approach a design problem with the same source material.