Graphic Design That Works

Job:12-84823 Title:RP-Graphic Design That Works (LDW)

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catherine macdonald & associates

Evolving Design

Garden designer Catherine MacDonald was looking for a

provocative and memorable brochure that would appeal to

an upscale clientele. “This was a very interesting client, a

Renaissance woman. She was an artist, author, and lecturer,

with garden design being her primary focus,” recalls creative

director Rik Klingle. “She did not want to be portrayed as a

gardener. It is a higher level that she brings to a project.”

Prior to creating the piece, the designers spent time

discussing the role of a garden designer and the artistic

sensibilities that Catherine MacDonald brings to her work.

“We looked at her portfolio and got to understand what

her thought process was,” says Klingle.

Because garden design evolves over time, the designers felt

that it was important to incorporate an element of change

into the design. “We wanted a structure to hold the identity

together, but we also wanted flexibility for the client to

customize.” With this brochure, the client has the option of

filling the hand-sponged boxes with anything from beautiful

river rocks to bark or twigs. With an overall theme of

nature’s elemental diversity, several cards were designed to

either be sent out individually in engraved translucent

envelopes or as a series packaged in a decorative box. The

purple card features metal to show structure. The ochre

card portrays wind to convey the element of change, and

the green card is an alum plant to represent nature’s flora.

“We wanted the images to go together, but each has a

different focus,” comments Klingle. The beautifully

designed cards were letterpress-printed onto Strathmore

uncoated 100-lb. cover stock, each with its own signature,

specially matched color. Gray was printed on the back. “The

color balance was absolutely critical. The client had a good

eye for color, and she really pushed us on this,” remarks

Klingle. “It was a challenge.”

CLIENT:

Catherine MacDonald &

Associates specializes in

garden design.

FIRM:

Thumbnail Creative Group

CREATIVE DIRECTOR:

Rik Klingle

DESIGNERS:

Valerie Turnbull and Judy Austin

PHOTOGRAPHERS:

Catherine MacDonald and

various stock

What Works

The unique package helped to communicate Catherine

MacDonald’s distinctive approach to garden design. The

piece’s adaptability allowed the garden designer to

customize and tailor each piece to the appropriate client.

“After sending out the piece, she got a major contract

right away,” notes Klingle. “She is also getting a lot of

recognition from the trade media.”

Graphic Design That Works

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Job:12-84823 Title:RP-Graphic Design That Works (LDW)

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ABOVE: The versatile package rests

on a bed of scented dried leaves,

which gives it a natural quality.

Inside the hand-sponged box is a

series of three letterpress-printed

cards that fits nicely into

engraved translucent envelopes.

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