Todd Edmonds/ Iron Design
To announce a new
site, Iron Design took
the matchbook concept
to new lengths—
a six-panel foldout
opens to reveal a
mini-portfolio of the
firm’s work. Text on
the reverse reveals
a limited-time offer:
a free T-shirt in exchange
for a visit to
www.irondesign.com.
Robin Tooms/Savage Design Group
To increase traffic to
its website, Imperial
Sugar launched a
monthly e-newsletter,
Sweetalk, which aims
to build a more direct
relationship with consumers
and reinforce
the company’s brand
image. Created by
Savage Design Group, the newsletter
is designed to be
inviting, fun to read,
and easy to update.
Each issue features a
trivia contest, recipes,
a family project idea,
and content related to
the season.
Recipients are encouraged
to send material
for publication—an
effective tool for
engaging the audience
and encouraging
website visits, says
Robin Tooms, design
director and principal
at Savage Design.
Web reporting tools
have confirmed that
the links and recipes
featured in the newsletters
experience
heavy viewing, indicating
that subscribers
are entering the
website directly from
the newsletter.
John Sayles/Sayles Graphic Design
Demonstrating that
simple solutions can
be effective, Sayles
Graphic Design periodically
sends a basic
5 1/2 x 7 1/2-inch postcard
to prospective
clients and friends.
Brief but direct text
on the card explains
that the firm “could
send you a brochure
… a video portfolio of
our work … or set up
a meeting. But one
thing’s for sure: If you
want to see Sayles
Graphic Design’s hottest,
newest, freshest
work —you’ve got to
check the web.” The
graphics are consistent
with the firm’s
identity and reflect
the look visitors find
at the site. The URL is
displayed prominently
on both sides of the
card, ensuring a clear
call to action.
Gardner Design/LogoLounge
At www.logolounge.com, members post
logos daily, with the
latest submissions
shown atop the home
page. Clicking on one
(or, for that matter,
any of the thousands
of logos categorized
in the site) launches a
pop-up window with
an expanded view of
the logo, information
about its source, and
keywords under which
it’s listed in the index.
Clicking on the
design firm brings
up a contact sheet.
Recommended Resources
Designing Web
Usability: The Practice
of Simplicity, by Jakob
Nielsen, $45, New
Riders Publishing.
Designing Web
Sites That Sell, by
Shayne Bowman
and Chris Willis,
$40, Peachpit Press.
101 Ways to Promote
Your Web Site: Filled
with Proven Internet
Marketing Tips,
Tools, Techniques,
and Resources to
Increase Your Web
Site Traffic, by Susan
Sweeney, $29.95,
Maximum Press.
Max Hits: Building
and Promoting
Successful Websites,
by Mike Slocombe,
$30, RotoVision.
