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Create a halftone border in Photoshop.
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Add a halftone drop shadow using Photoshop.
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Promotion: Doeren Mayhew (cont'd) |
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Original piece
Doeren Mayhew designer Caroleigh
Zawacki-Fulcher wants to articulate
that the fi rm is a “one-stop shop for all
professional business needs,” but DG creative
director Michael Ulrich thinks the current
promo is too confusing to do so. His
main concern is consistency throughout
the piece. |  |
Fonts
Ulrich chose a mixture of serif (ITC Galliard
Roman and Bold) and sans serif (Helvetica
Neue 35 Thin) type
throughout the piece.
Colors
Zawacki-Fulcher told
us that there were no color limitations
except the logo had to be in black and Reflex
Blue, so Ulrich took advantage of photography.
Because the images are so vibrant
by themselves, he selected a white page
for text.
Paper suggestions
Exact Gloss Coated 100-lb. text in 89
brightness white from Wausau Papers (www.wausaupapers.com).
Pinstripe Folder in slate from Jam Paper
(www.jampaper.com).
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Folder design
The belly band on the folder is the only piece
that showcases the Doeren Mayhew logo
because Ulrich thinks it’s most important for
people to make the connection between
the fi rm’s name and what it does. “Logos
function best as signatures and as branding
reinforcement, not as text,” he notes.
He placed the logo on both sides of the
band, as well as on the back of the brochure.
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Copy
“Edit, edit, edit,” says
Ulrich regarding copy. “Consistency conveys
that the piece is well planned. Doeren
Mayhew’s team shouldn’t vary from
this theme—including copy. They need the
same amount of text, within a line or two,
on every spread.” |  |
Photography
When a budget allows for four colors and
professional photography, it’s best to run
with it. Ulrich further recommends rightsmanaged
images for the consistency
and exclusivity they offer. He notes that
candid photographs best refl ect the
company’s personality, and suggests
similar cropping and sizing to maintain his
theme of consistency. Images 22621650
and 22621013, Photis, www.picturequest.com
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Pull quotes
In this fast-paced business world, people
often don’t have time to read every
detail in a company’s promotion. Make it
easy for them to know what your business
is about at a glance. Ulrich maintained
the pull-out quotes describing Doeren
Mayhew’s attributes—this will stick in the
audience’s minds. |  |
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