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Design of the Month
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The NPTA Alliance
The NPTA Alliance is the trade association that represents companies involved in paper, packaging and supplies distribution. Each year for the NPTA convention, National Envelope commissions LM Studio, a New Jersey-based design company, to create a promotional envelope in which
the convention issue of Paper & Packaging magazine is distributed. Rick Huntoon, vice president of marketing at National Envelope, works with Leah McCloskey, owner and creative director of LM Studio, to develop a concept for the annual "showpiece" envelope. Rick's only requirement is
that the end result demonstrates how far designers can push the envelope.
The Mardi Gras Mask envelope was inspired by the 2005 convention's location - New Orleans - and remains one of the company's favorite promotional pieces. The artwork was created flat for litho conversion with a die line supplied by National Envelope. The paper stock chosen was Smart Papers KnightKote Matte 65lb. cover. Production began with
silver foil stamping followed by complex relief embossing, bringing the beads and feathers in the image to life. The last stage of printing was a 4-color process which in some cases overprinted the silver foil, creating a full spectrum of metallic hues. The finishing touch was a black button & string closure. Kudos to Leah McCloskey and National
Envelope-Scottsdale for continuously working to find new design, printing and conversion techniques to produce innovative envelopes.
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Shakespeare Theatre Company
A direct mail piece was developed by the Shakespeare Theatre Company?s in-house graphic designer, Selena Kang, for the launch of the Company?s campaign to promote its 2007/2008 season. The envelope itself was used as an advertising vehicle to immediately spark existing and potential theatregoers? interest in the upcoming season and content included. The exterior design informs consumers of why they?re receiving the mail piece while illustrating the sophistication and high quality the company is known for.
The same high gloss paper that was used to print the envelope was also used for the 8.5? x13? brochure that was folded in half. While the brochure could have been sent as a self mailer to include a perforated subscription form and envelope, the design team chose to mail it in an envelope to protect the contents. More than 200,000 households received it. Design well done!
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