LETTER-DROPPING by Braley Design for Independentcopywriter.com

LETTER-DROPPING

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Industry Advertising & Communication
Media Design & Branding
Market United States
Agency Braley Design
Creative Director Colin Corcoran
Art Director Colin Corcoran
Designer Todd Thyberg, Michael Braley
Released March 2011

Credits & Description

Category: Self Promotion
Advertiser: INDEPENDENTCOPYWRITER.COM
Product/Service: COLIN CORCORAN
Agency: BRALEY DESIGN
Creative Director: Michael Braley (Braley Design)
Creative Director: Colin Corcoran (Independentcopywriter.com)
Art Director: Michael Braley (Braley Design)
Art Director: Colin Corcoran (Independentcopywriter.com)
Designer: Michael Braley (Braley Design)
Designer: Todd Thyberg (Angel Bomb Design & Letterpress)
Printer: Todd Thyberg (Angel Bomb Design & Letterpress)
Media placement: direct mailing - 1000 distributed to design and advertising agencies - 05/01/2012

Describe the brief from the client
The client had decided to relocate to San Francisco from Minneapolis to further increase his visibility as a freelance copywriter. To coincide with the move, the client wanted to take the opportunity to uniquely position himself as independent, thereby completely differentiating his name from all the additional freelance copywriters he’d be competing with in another major market. The target audiences were award-winning design studios, advertising agencies and interactive shops along with creative-competition jurors.

Describe the challenges and key objectives
Addressing the brief was a true collaborative approach, as the client came to me with general ideas for both the logo and business card. It was mutually surmised that name-dropping was a necessary evil freelancers faced when asked what they’ve been up to lately. Since my client has never been shy about sharing recent resume highlights, we decided that ‘letter-dropping’ in the form of flashcards would be a fun, tongue-in-cheek way to convey this.

Describe how you arrived at the final design
Because freelancers are often forced to play the name-drop game when asked what they’ve been up to lately, it was reasoned to just have some fun with this unfortunate business reality and take it one step further by ‘letter-dropping’ recent resume highlights in the form of alphabet flashcards.

Give some indication of how successful the outcome was in the market
The client considers the project a complete financial success, as he is currently on pace to almost double last year’s revenue, and has already experienced a return on investment of 1,000%. This is due largely to him soliciting projects from desired San Francisco clientele. I consider it a success because of the client’s complimentary observation that it took him 5 years to reach A-list freelance status in Minneapolis, but only 5 weeks to do the same in San Francisco, thanks to the 2 dozen plus messages boldly announcing his arrival and backing it up with beautiful design.