360 Press Solutions—a small, family-owned print shop—had a client that was printing with spot UV, a fairly costly coating process that applies a shiny surface to specific spots on the design. The shape of the client's design left some spare room on the printed sheets, so 360's owner asked me to design a promotional brochure for the print shop. I had only 48 hours to complete the design, from concept creation to delivering files to 360's prepress department.
First, I located a stock image that would be visually arresting, coordinate with 360's colorful corporate identity, and make the most of the spot UV effect.
I then wrote copy to address one of 360's main sales messages: that direct mail is still a highly effective marketing tool. 360 has an irreverent, work-hard/play-hard culture, so I conveyed that personality in the copy's tone.
The text on the front of the brochure (shown above, right) was actually printed in black, with spot UV layered over the top. The reader would have to tilt the brochure to read the copy. This reinforced the message that it's easy for your business' marketing efforts to become background noise in the crowded online marketplace.
By contrast, the inside of the brochure (shown above) is a riot of color, demonstrating how lively print marketing can be.
Not bad on 48 hours' notice, if I do say so myself.