Seven Steps to Innovative Binding

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Seven Steps to Innovative Binding (cont'd)

Warehouse appeal
Using actual items characteristic of a client’s industry is a trademark of designer John Sayles, who created this brochure for the Greater Des Moines Chamber of Commerce. Designed to promote the city’s warehousing and distribution attributes, the brochure has a corrugated cardboard cover bound with bolts, washers, and wing nuts. A diecut arrow in the corrugated material surrounds type that tells the recipient “It’s Your Move,” while reinforcing the industrial/warehouse look of the mailing.

Each spread features a colorful label with a different warehousing message—from “Do Not Double Stack” to “Made in U.S.A.” A perforated reply card is also included. When mailed, the piece was held closed with box tape marked “Do Not Inventory.”

Sayles chose materials like labels and shipping tags for the project because they’re used in actual warehousing operations; corrugated cardboard and manila tagboard are commonly found in the heavy-duty settings of warehouse and distribution. “The people who receive this mailing can relate because they see these materials every day,” he says.
Manila shipping tags are tipped in, featuring testimonials from various distribution company executives.

About the author
Sheree Clark is managing partner of Sayles Graphic Design in Des Moines, Iowa; an author and speaker on organizational and business issues; and owner of Art/Smart Consulting, which provides selfpromotion and business strategies to creative professionals.

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