Just add water.

Image is everything. Consistency builds an image and creates an impression with the audience. So how do you create a mood and still remain consistent with an established look?

That was the challenge when ESPN/Bassmasters asked me to design an invitation for the 2006 Elite Series Induction Ceremony. An image for the event was already in use and I wanted to remain true to that look. But this event was for the leaders in the sport of bass fishing. I wanted to generate a sense of excitement and pride for the attendees in being part of this inaugural event.

My proposal to BASS was a design that did just that. I collaborated with copyrighter Nancy Werhane to develop a piece that used a "build" to create a sense of excitement. The cover of the invitation consisted of a silver, brushed metal background with the headline, "Just add water." The simple cover and headline teased the reader to open the piece to find out more. The next panel revealed the edge of a photo and another head that read, "You know the feeling." Each successive panel revealed more of a beautiful sunrise with fishermen and leading headlines reading, "It's one of those mornings.", "Now, just add water.". Under each headline was a line of copy that reinforced the concept until the last two panels revealed the invitation.

The piece conveyed a sense of excitement and interest as it opened and the look was consistent with the established silver scheme for the event. It was printed digitally to save cost on a low run and each invitation was laminated with a high shine laminate. Finally, the invitations were mailed in metallic silver envelopes and sealed with silver stickers to complete the "elite" look. I directed the printing and delivery to BASS for a turnkey project. I even designed a number of supporting materials for the event.

BASS was happy to have the job complete, delivered on time and on target. The event, and the season was a success.

Let me know how I can help with your companies' image.