Graphic designers find inspiration from the events they promote
Junk mail they are not. The catalogs and postcards sent to customers
by East Coast jewelry chain Carlyle & Co. are artistic, imaginative
adventures in graphic design. Complex, thoughtful layouts capture the theme
of the in-store events they advertise a parade of Art Deco geometry
or prewar archaeological imagery invoking Indiana Jones and the Temple
of Doom,both promoting estate jewelry sales and trunk shows.
Conceived by a single in-house designer and sometimes outsourced for
photography and printing, the direct mail must reflect the excitement of
such events, which often feature spectacular, fashion-forward pieces not
normally available to customers, says marketing manager Pete Bruck. At the
same time, they have to be attractive and make customers want to read them.
Instead of following design fads, Bruck and his department plan the creative
content and choose the type of paper for production based on the situation,
though he has noticed recent pieces reflect current trends. While using
excessive white space was the "in" thing last year, for instance,
catalogs have become more "thematic," where there's a story, a
running theme or "something more going on than just product on the
Deco'ed Out: Complex graphic design on Carlyle & Co.'s
direct mail grabs attention among the bills and pizza coupons in customers'
by Stacey King
Copyright © 1999 by Bond Communications.