BUSINESS CARDS by Spring for FINGERPRINT STRATEGIES

BUSINESS CARDS

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Industry Stationery
Media Design & Branding
Market Canada
Agency Spring
Creative Director Rob Schlyecher
Art Director James Filbry
Released July 2009

Credits & Description

Category: Stationery
Advertiser: FINGERPRINT STRATEGIES
Product/Service: STRATEGIC SALES & MARKETING SERVICES
Agency: SPRING
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: SPRING, Vancouver, CANADA
Creative Director: Rob Schlyecher (Spring)
Design Director: Perry Chua (Spring)
Art Director: James Filbry (Spring)
Client Services: Roger Nairn (Spring)
Media placement: Business Card - Distribution to Business Prospects - 01/07/2009

Describe the challenges and key objectives
Objective: To create a business card that was personalised and identified with the positioning line, ‘Project Marketing Aimed at the Individual’. Challenge: To communicate company’s brand vision without looking like a science lab, forensic agency, or private investigation service. To that end, a fingerprint image was not to be used in creating the identity.

Describe the brief from the client
Create an identity that represents a company whose approach to marketing is ‘individualised’. I.e., using a scientific method to reach a target audience whose main concern is personalisation. Fingerprint Strategies challenges the status quo in a no-bullshit fashion by taking an individualised approach to sales that has not been seen in the market today.

Describe how you arrived at the final design
Inject company’s brand personality into the mix: Professional, straight-forward, no bullshit, confident, real. Design incorporates a hint of humour and personal information in the form of a ‘data file folder’. Representatives of Fingerprint Strategies show a level of transparency to their approach - their very own personal data is displayed on their business card, including a ‘fun fact’ that gave further insight into their individuality.

Give some indication of how successful the outcome was in the market
The Outcome: 1. Expanded their market into other industries aside from real estate 2. Weeded out the clientele that would never be interested in their services 3. Brought attention during industry conferences 4. Huge increase in web traffic 5. Positioned them as the experts in NEO-marketing (marketing specifically to new demographic called NEOs) 6. Set them apart from other real estate marketing companies