Cooledge Light Sheet
In today's online world, I usually don't recommend print advertising. Readership is in sharp decline, and it can be challenging to target, track, and calculate ROI effectively. However, sometimes it can make sense, as in the case with Cooledge Lighting's introduction to the marketplace. Cooledge is a Canadian startup that developed a flexible sheet of light. The target was not the end-user, but rather manufacturers who could take their new technology and design unique new products themselves. In this case, it made sense to advertise in specific lighting and manufacturing trade magazines to announce their presence and introduce Light Sheet.
I created a variety of successful print ads for Cooledge, including a series based on the concept of "inspiration, imagination, and illumination." These ads began with an organic form (water, clovers in a field) sparking inspiration and resulted in "illumination" - a new luminaire derived from that inspiration. The fixtures were proof of concept prototypes that Cooledge had developed themselves and were unlike anything currently available. In another ad, I tweaked the messaging a bit, building around an image I created of a robust curvilinear light form.
Download the Cooledge Ad "Inspiration" (PDF)
Download the Cooledge Ad "Straight and Narrow" (PDF)
Ampersand Art Supply
Ampersand markets itself through retailers and has lately avoided print advertising in favor of social media marketing, which was easier to track and target. In this case, however, the company was presented with a prime opportunity - a back cover ad at an excellent price. The opportunity came at a time when they were battling against cheap competitive knockoffs of their professional quality painting panels.
The message we were relaying is that if you want your art to last, then the painting surface matters. We chose a strong image by renowned Austin artist Andrea Pramuk that was certain to attract attention. Andrea is a huge supporter of Ampersand's panels, and she happily supplied a quote that we printed just below her artwork. It was a powerful piece, receiving positive feedback for both Ampersand and Andrea.
Let’s work together!
I'm always open to new creative collaborations, whether freelance design or marketing projects or full-time opportunities. Reach out, and I'll get right back with you.