BILL GRAY Design & Branding VERA WANG FEATHER by Brand Union

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Industry Stationery, Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency Brand Union
Executive Creative Director Chuck Rudy
Released June 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: BILL GRAY
Product/Service: BIRTHDAY CARD
Date of First Appearance: Jun 24 2009 12:00AM
Entrant Company: THE BRAND UNION, New York, USA
Design Director: Kapono Chung (The Brand Union)
Design Director: Apirat Infahsaeng (The Brand Union)
Executive Creative Director: Chuck Rudy (The Brand Union)
Chief Creative Officer, North America: Richard Bates (The Brand Union)
Media placement: Birthday Card - Gift for Vera Wang - 24 June 2009

Describe the challenges and key objectives
The challenge for us was to create a card that was special, had significance, and helped magnify the concept of the gift. We wanted to create a card that wouldn’t be tossed out with every other birthday card, but rather held onto as a cherished artifact and reminder of Ms Wang’s birthday celebration.

Describe the brief from the client
We were engaged by a senior colleague to create a birthday card for his friend, fashion designer Vera Wang. The card would accompany a collectible 1st edition copy of Tender is the Night by F. Scott Fitzgerald, one of Ms Wang’s favorite authors. She was celebrating her birthday in Paris, making the book’s exotic and luxurious setting—the French Riviera, circa 1920—both appropriate and entertaining. The book depicts the characters’ elusive pursuit of true happiness as they navigate the pleasures and perils of wealth and privilege.

Describe how you arrived at the final design
To symbolise external wealth, the feather-shaped bookmark featured a laser-cut quote from the book cast into inexpensive white-brass, then partially dipped into precious 24kt gold to reflect that not all things are pure and rich throughout. The juxtaposition of the feather shape represents ‘floating’ while the metal signifies the heaviness of ‘drag’, suggesting that we should glide through life lightly like a feather, instead of with burden.

Give some indication of how successful the outcome was in the market
Vera adored the gift and it inspired her to create as well. She’s already taking another look at her line of stationery, as a result of this one, small gift.