X-RAY CALENDER by Bailey Lauerman for BARNHART PRESS

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X-RAY CALENDER

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency Bailey Lauerman
Creative Director Carter Weitz
Art Director Ron Sack
Designer Brandon Oltman
Released November 2009

Credits & Description

Category: Calendars
Advertiser: BARNHART PRESS
Product/Service: PRINTING PRESS
Agency: BAILEY LAUERMAN
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: BAILEY LAUERMAN, Lincoln, USA
Art Director: Ron Sack (Bailey Lauerman)
Designer: Brandon Oltman (Bailey Lauerman)
Writer: Jim Watson (Bailey Lauerman)
Creative Director: Carter Weitz (Bailey Lauerman)
Production: Gayle Adams (Bailey Lauerman)
Digital Retouch: Joe Mcdermott (Bailey Lauerman)
Media placement: Calender - distributed to designers - 1 Dec 2009

Describe the challenges and key objectives
Each year the 'challenge' is to make a calendar with more impact than the previous year. To create a conversation piece as well as a functional item. The key objective, from a practical, business stand point, was to demonstrate Barnhart’s advanced capabilities. So, as the introduction points out, the piece incorporates 'four-color process inks, multiple substrates and reverse polymer imaging.'

Describe the brief from the client
For years, Barnhart Press has produced a promotional calendar to serve as an example and long-term reminder of their printing expertise. Targeted to members of the design and advertising communities, the brief called for a solution that was both unique and memorable. And, if possible, the concept should 'speak the language' of the intended audience.

Describe how you arrived at the final design

The client, Barnhart Press, wanted to produce a calendar that would leave a strong impression, showcase their printing capabilities and, more importantly, get hung up. It had to be visually stunning and connect with the audience, which are mostly designers and art directors. The concept of using x-rays as a visual metaphor fit the bill. It was a big enough idea that could work across all 12 months. The team spent many hours researching how actual x-rays are produced, filed and displayed. The icing on the cake was having the x-rays printed on plastic.

Give some indication of how successful the outcome was in the market
The reaction of recipients has been overwhelmingly positive. The calendar has also received high praise on industry blogs. And again this year, demand for the piece has outstripped supply. It would not be an overstatement to say the client is elated.