DESIGN PORTFOLIO by TBWA\Hong Kong for Levi`s

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DESIGN PORTFOLIO

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Industry Clothing
Media Design & Branding
Market Hong Kong SAR China
Agency TBWA\Hong Kong
Copywriter Avish Gordhan
Released May 2010

Awards

One Show 2011
One Show Design Direct Mail / Single Merit

Credits & Description

Category: Self Promotion
Advertiser: DRAFTFCB
Product/Service: DESIGN PORTFOLIO
Agency: DRAFTFCB CAPE TOWN
Date of First Appearance: May 17 2010
Entrant Company: DRAFTFCB CAPE TOWN, SOUTH AFRICA
Design Director: Shani Ahmed (Draftfcb Cape Town)
Copywriter: Avish Gordhan (Draftfcb Cape Town)
Design Director: Paul Carstens (Draftfcb Cape Town)
Head of Production: Louis van der Berg (Draftfcb Cape Town)
Media placement: Direct Mail - Distributed To Businesses - 17 May 2010
Describe the brief from the client
The brief was to develop a physical device for showcasing the Agency’s Design Portfolio, and to use this as a marketing tool to attract new business.
Describe the challenges and key objectives
The challenge was that it had to be easily transportable, as the intention was to hand-deliver to various companies/businesses. The objective was to showcase the creativity and conceptual thinking, as well as the ethos of the agency which is: The key to Design is finding the balance between functionality and beauty.
Describe how you arrived at the final design
It was decided to design a package which had a generic Postal Parcel ‘feel’ to it. However, once opened and unfolded, it would be transformed into a functional coffee table on which to place the “coffee table book” – the Portfolio – and view the Design work.
For the design of the cover, inspiration was drawn from traditional elements found on coffee tables such as doilies and tray-cloths.
The inside pages of the Portfolio were deliberately kept simple so that every piece of work spoke for itself. The agency’s ethos, we believe, was accurately conveyed within these pages.
Give some indication of how successful the outcome was in the market
The Portfolio was met with huge success and much interest, and this led to more design business for the Agency.