JM&A New York Trip
An inviting color palette welcomes
customers to the lap of luxury.
Design firm: JM&A Group's in-house team
The tone of an invitation can provide a sense of
what the event will be like. But JM&A Group felt
the invite package for its upscale yearly incentive
trip failed to adequately convey the luxury attendees
could expect, including first-class travel and accomodations
as well as a Broadway show and a shopping
spree with a private chauffeur for the day.
The redesign was assigned to in-house designers
Elyssa Renert and Elena Wood, who decided to make
colors and specialty papers the cornerstone of the
new collection. They opted for silver-blue and darkblue
hues and Neenah Paper’s Esse pearlized stock “to
reflect the high-end nature of the trip and create a
consistent look and feel among the collateral.”
In order to make guests feel special, the new
campaign consists of daily cards to be left in guests’
rooms along with gifts, programs, itineraries, daily
newsletters and announcements.
“We had certain budget and printing constraints,”
notes Wood. “Since this trip was offered to
only a few select customers and required only small
quantities of collateral to be printed, we couldn’t
use conventional printing and had to use a small
in-house print shop. Therefore, we couldn’t design
anything that was too complicated for them to produce.
In fact, most of the pieces were hand-trimmed,
scored and assembled by the designers.”
Besides the new program, Wood and Renert
also designed a pocket- or wallet-sized program that
is more accessible on the go. Wood says the redesign
was a hit with both the company and attendees.
Designers: Elyssa Renert & Elena Wood
Client: JM&A Group