description. b2b communications & tradeshow
my role. art director, copywriter, production manager
agency. spark strategic ideas
team. robin foster (dir strategy & brand dev), anne marie holder (ceo)
Print advertising for the company had previously focused solely on products and not attributes of the brand.
here is a snapshot of the previous ad creative.
after distilling down the past content we created new ads featuring HarperLove’s distinct benefits.
To build a better narrative and create more touchpoints within the publications, 1/3 and 1/2 page ads were designed (each communicating one of the benefits) and placed on consecutive pages.
New Products/Innovation: Ability to develop customer-specific product formulas; broadest product line; the industry leader in Research & Development. 16 liquid performance additives and resins products; dry mix and ancillary products.
Service & Intelligence/Expertise: Largest technical service force in industry; sales tech pros average 26 years in field; 2/3 of employees spend 80 – 100% of time in customer manufacturing sites.
Cost savings: Cost savings in greater speed and productivity, reduced waste, lower raw material cost.
The ad design incorporated a corrugated cardboard background to break through the typical trade advertising clutter.
read between the lines campaign
In addition, full-page ads were created to showcase the brand's personality and heart, featuring cardboard “box people.”
2016 SUPER CORR EXPO
A 20’ x 20’ trade show booth was designed that would showcase the new brand personality and reinforce the advertising messaging. The booth space included a floor decal, a 6’ x 6’ hanging ceiling cube, cardboard furniture complete with brand-colored seat cushions and custom branded pillows. As a final touch, the “box people” from the print ads came to life in 3-D.