Client
Rainbow Lithography of Maryland
A small mid-size, mid-format offset printer located in Baltimore, Maryland.

Audience
Primarily design professionals at the 2003 AIGA Pulp, Ink and Hops event as well as employees of nonprofit organizations attending the Maryland Association of Nonprofit Organizations Annual Conference.

Marketing/Business Objective
Continue to increase visibility and awareness of the company's four-color printing capabilities to newcomers within this specific audience. Introduce new services and build brand loyalty among last year's participants who have become viable clients.

Creative Strategy
For this year's wrapping paper package, we were called on to minimize internal production time and costs while not sacrificing the quality or results of the finished product. Therefore our creative strategy focused inward. The company is comprised of a talanted array of individuals so we decided to introduce all clients and prospects to the employees that make projects happen on time, on budget and with the quality that's expected. The expressions of the employees are happy and light-hearted. Each color block is one of the eight colors of the rainbow, reinforcing the brand. The ribbons match as do the pre-labeled gift tags and note cards. In the end, we wound up with the same number of finished components as prior years but accomplished with far fewer press runs (three versus nine) which saved many hours in press time without jeapordizing quality or consumer impact.

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