Project Overview

For our 2013 Christmas card/gift, we designed and delivered over 300 individual monograms for every one of our clients and associates.

Every personalised monogram was delivered to its new owner in two ways:
1) as a printed Greetings Card and;
2) as social media-ready files to download online.

A matching personalised URL provided within the card took the recipient online to a responsive microsite, where their digital monogram awaited them, to download and use as their own.

Organisation

Folk

Team

Graham Barton - Creative Director
Daniel Massey - Senior Designer
Ben Trevaskis - Designer
Mark Boehm - Project Management
Stephanie Kan - Project Management
Sandra Berzins - Production
Chris Magus - Finished Art
Hoyan Ngai - Developer
Digitalpress - Print

Project Brief

We like to send an end-of-year card that demonstrates we actually think about the recipient.

So, our ‘initial thoughts’ were to make it relevant and personal.

‘Initial thoughts’ then became the idea: a personalised and unique monogram for every client.

If we were also able to demonstrate our design and digital abilities, that’d be a bonus.

Project Innovation/Need

No two of the 300+ Christmas cards we sent out were the same.

Every client was surprised and delighted to receive a design that was personal and unique to them.

Their own initials set as an ownable monogram.

A design that they could they download in various formats, from a personalised microsite, and use as their own, as they pleased.

Design Challenge

Designing over 300+ physical/digital monograms, from scratch, was a great creative and logistical challenge.

Designing that many unique marks, to a high creative standard was a labour of love. Each had to be a proper monogram: two or more letterforms set as one, in a single colour.

Logistically:
- the monogram on the card’s front had to match the personalised message and URL within.
- 300+ address labels had to match each individual card.
- each monogram was created in five different formats, then uploaded to be downloadable from each individual microsite.

Then we had to design, write and create the microsite.

Effectiveness

The investment of time and effort was rewarded once the cards were posted. Folk were somewhat overwhelmed and delighted to receive numbers of emails and calls that far outreached our expectations.

Many of the monograms were downloaded. And we know from correspondence and our own observations, many still are being used within social media.

We set out to demonstrate that we think about our audience when we design. Our 2013 Greetings Card idea and execution, if a little extreme, definitely achieved that.