MCM Awards 2008

	Apparel

	SILVER: Print Channel

	L.L. Bean, Christmas 2007

It's beginning to look a lot like Christmas from the cover of this L.L. Bean catalog: The scene shows a family dragging a freshly cut Christmas tree home across a snowy, evergreen-lined landscape. “True to brand, the cover of L.L. Bean's Christmas catalog is warm, inviting, and seasonal” one judge said.

WHY IT WON A SILVER AWARD: The book's design conveys a “can't wait until the holidays” feeling, said one judge. It combines festive elements, such as red boxes, with Web information; red price tags; and photos with subtle seasonal backgrounds. But the concept “always prioritizes customer satisfaction and customer service above all.” Service is messaged throughout, “both in words and thoughtful design, particularly the bright red introductory page setting the tone.”

WHY IT DIDN'T WIN A GOLD AWARD: It came so close, but a few minor design peeves reduced its scores. For instance, one judge said the varying line length “makes it hard to read the copy — or want to read it.” — Patrick Barnard

Director: Don Oakes

Creative directors: Marcia Minter, Jim Hauptman

Print/production director: Jason Kendeigh

Merchandiser: Amy Steenstra

Copywriter: Leslie Gomes

Editorial manager: Jenna Klein Johnsson

Printer: Quebecor World

Color separator/prepress provider: Vertis

List broker/manager: Millard Group

	SILVER: Print Channel

	Patagonia, Spring 2007

The remarkable front cover photo depicting a climber taking inventory of his gear “immediately informs the reader that this catalog is something special,” one judge said. The cover image “sets the stage for a great photographic story of the natural world.”

WHY IT WON THE SILVER AWARD: This edition pays tribute to Yosemite National Park, a “story” that is interwoven with the product. “The high-quality apparel positions exceptionally well against the black-and-white photos and storyline, while contemporary images remind the reader of the apparel's practicality and enduring design,” a judge noted.

At the same time, the catalog's “exceptional design allows for a substantial amount of information, product and story without overwhelming.”

WHY IT DIDN'T WIN A GOLD AWARD: Although the cover starts off with a strong climbing theme, the first page of products sells plush hoodies, which “seems a bit of a letdown for the serious outdoors person,” said one panelist. — PB

Art director: Annette Scheid

Photo editor: Jane Sievert

Product photography: Jim Arneson

Product photography/art director: Billie Jan Houston

Managing copy editors: Amy Stanfield, Vincent Stanley

Production managers: Charlotte Overby, Angela Weidmann

Creative directors: Kevin Churchill, Michelle Grinsel, Rob BonDurant

Printer: Arandell Corp.

List manager: Ken Storey, Abacus

	Business Specialty Products

	GOLD: Print Channel

	New Pig Corp., The Big Pigalog Buying Guide 2008

You might say that New Pig Corp. is hogging the Gold Award in its category. The porcine purveyor of industrial cleanup products has grabbed the Gold for more years than we'd care to count. What's so great about the Pig?

WHY IT WON A GOLD AWARD: When your core product is a huge absorbent sock (or pig) for chemical leaks and spills, you'd better know how to make it interesting. And New Pig sure does. As one judge says, copy is “informative but not esoteric; fun but not childish.”

Spread headlines tie pages together, while callouts and captions help sell. Photos emphasize the product, usually in use, and insets help tell an additional benefit-driven story. “The combination of pictures and words make this fascinating — and I wouldn't have ever thought that about industrial cleaning products,” a panelist said. And navigation is excellent: “It's probably one of the best jobs of color-coded tabbing I've seen.”

IDEA TO STEAL: If New Pig can brand its catalog customer experience with this product line, so can you. “Who knew industrial supplies could be so interesting?” mused one judge. — MD

Directors: Doug Hershey, Nino Vella

Creative director: Stacie Fronk

Product managers: Jackie Billy, Chris Dilley, Scott Diminick, Doug Evans, Dan Ferrell, Steve Finochio, Matt Huff, Chris Iuzzolino, Mike Kinney, Mike Shoulis

Project managers: Lonna Pfeffer, Krista Rehm

Creative: Inhouse team

Photographer: McManus Studios

Printer: Quad/Graphics