julian grimes \\ strategy + design
client. harperlove
description. b2b communications & tradeshow
agency. spark strategic ideas
my role. art director, copywriter, production manager
team. robin foster (dir strategy & brand dev), anne marie holder (ceo)
background.
HarperLove is in the cardboard business. They are the industry leader in the development of specialty adhesives and performance additives for corrugated packaging manufacturers. Basically, They manufacture the additives that go into the glue that binds the materials in a sheet of cardboard.
challenge.
The corrugated industry is anything but sexy or inviting. Print advertising for the company had previously focused solely on products and not attributes of the brand. Historically, marketing had not been a priority but new leadership determined it was time to refresh and reintroduce the brand and its communication approach and materials.
opportunity
Shift the paradigm and create an approachable and fun space for the company, its employees, and potential new clients. HarperLove prides itself on its customer service experience.
Print creative for the company struggled to deliver a strong message for the brand and articulate the strength of the products and services.
here is a snapshot of the previous print creative.
after distilling down the past content we created new ads featuring HarperLove’s distinct benefits.
To build more engaging content, the media buy was adjusted to create more touchpoints within industry publications. 1/3 and 1/2 page ads were designed and placed on consecutive pages, each ad communicating one of HarperLove's distinct benefits.
top-of-the-line products
New Products/Innovation:
-
Ability to develop customer-specific product formulas — broadest industry product line
-
Industry leader in Research & Development: 16 liquid performance additives and resin products, dry mix, and ancillary products
​
front-line service
Service & Intelligence/Expertise:
-
Largest technical service force in the industry
-
Sales tech pros average 26 years in the field
-
2/3 of employees spend 80 – 100% of their time at customer manufacturing sites
​
bottom-line savings.
Cost Savings:
-
Greater speed and productivity
-
Reduced waste
-
Lower raw material cost
key messages.
new creative.
The ad design incorporated a corrugated cardboard background to break through the typical trade advertising clutter, a rule line that played along with the lines of the fluted sub straight, and a caret to emphasize the line of the distinct benefit.
'Love & Adhesive' campaign
In addition, full-page ads were created to showcase the brand's personality and heart, featuring cardboard “box people.”
tradeshow booth.
2016 SUPER CORR EXPO
A 20’ x 20’ trade show booth was designed to showcase the new brand personality and reinforce its advertising messaging. The booth space included a floor decal, a 6’ x 6’ hanging ceiling cube, and cardboard furniture complete with cushions and branded pillows. To finish the booth space, the print ads came to life with custom-built “box people.”
booth prototypes.
