Issue link: http://www.e-digitaleditions.com/i/619194
Developed by: Cliff Quicksell, MAS Creative Director iPROMOTEu Dev Develo eloped pedby by: Cl Clif iffQ f Q i uicksell ll,MA MAS f Cre Creati ative ve Dir Direct ector or iPR iPROMO OMOTEu TEu Building Connections & Brand Recognition Client Brief: Client approached us with a challenge to develop a custom recognition piece that could span across three different markets, yet still be used independently or as part of a complete set of either two or three. Objective: To design and create a memorable recognition piece that could stand alone or be combined with two or three pieces. Challenges included: some of the new dealers dealt with all three communication channels, some only one and others only two, so for continuity it was imperative that they be different, yet have much of the same look and feel. Execution & Strategy: We decided to create three separate Lucite embedments that, when placed side by side or independently, would appear to belong together. The satellite communications company, AMSC, provides GPS technology for three separate maritime channels: supertankers, cruise line industry, and motor yachts. Some of the dealers distributed in all three channels, others only one or two. The Lucite was designed using crinkled aluminum foil on the base mold that, when removed and painted silver, actually made the small metal ship replicas appear as if they were floating on the ocean. The pieces were then back-painted with a blue paint with flecks of silver to simulate stars with the additionof over-sprayed to simulate a nighttime effect. A small metal replica of their satellite was also embedded in the upper corner to round out the piece. Overall Results: The marketing piece generated was extremely well-received by the client and each of the new dealers. Not only did the client walk away with a effective marketing piece but it strengthened the brand the client had developed over the first 12 months of inception. 4