New Catalog/Spin-Off

Sep 01, 2009 9:30 PM  By

SILVER: Print Channel

Harry & David, Celebrate Giving the Best 2008

Legendary food gifts marketer Harry & David is going after the business gifts market with this new title. And in true H&D fashion, “they take the established rules of good cover design to exceptional levels and execute beautifully,” said one judge.

WHY IT WON A SILVER AWARD: At 36 pages, the book is small enough so that it’s easy to shop from, “but there’s enough merchandise to feel like good selection,” noted one panelist. The copy is superb, “with lots of excitement and lots of appetite appeal.”

The design and product are “gorgeous,” raved one judge, who in particular loved the metallic accents along the pages and borders. Harry & David skillfully uses headlines and editorial copy to sell, said a member of the panel. “This allows the product copy blocks to be more descriptive and informative to help with those buying decisions.”

WHY IT DIDN’T WIN A GOLD AWARD: More could have been done with the back cover, which features a photo of some chocolates and some brief institutional copy. Another panelist did not like the use of the inside back flap for order information: “This space is better utilized for product.” — MD

Director: Neal Schuler

Designer: Natalie Kitamura Design

Creative director: Sheila Chambers

Marketing director: Melissa Watson

Print/production directors: Lisa Chang, Neal Schuler

Copywriter: Mim Harrison

Photographer/illustrator: Jim Bowie

Printer: Nahan Printing

Color separator/prepress provider: Schawk-Seattle

List broker: American List Counsel

Next Page: Wesco Distribution

SILVER: Print Channel

Wesco Distribution, Green Buyers Guide, 2008

It’s not easy being green, especially when you sell electrical products. But with its Green Buyers Guide, Wesco proves that not only can you be green, you can also win a Silver Award while doing it.

WHY IT WON A SILVER AWARD: Wesco “maintains focus throughout and feels genuine — not ‘greenwash,’” a panelist said. The concept is timely and well coordinated, a judge added, “not only in marketing, but with merchandising and creative.”

Said another panelist: “Wesco does a really nice job on finding green alternatives for industry,” from sustainable lighting to wind power generation products to energy systems and controls and cable management products.

What’s more, the catalog is “well organized and attractive, despite large charts and not-so-attractive merchandise,” such as circuit breakers, ballasts and lighting controls.

WHY IT DIDN’T WIN A GOLD AWARD: The catalog could have used more brand positioning and more copy in general. “What was there was good, but relying on bullets to tell the whole story doesn’t work for me,” said one judge. — MD

Director: Bob Karabinos

Designer/print/production director: John Echement

Creative director: Mitch Rhine

Copywriter: Jason Rubolino

Copy manager: Craig Fessler

Photographer/illustrator: Leon Winkowski

Printer/color separator/prepress provider: R.R. Donnelley

Consultants: JP Enterprises