The New Nature of Networking
KINGSTON TECHNOLOGY
What happens when beautiful images of nature meet a new family of Computer Network products?​
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"The New Nature of Networking."
Coming off the success of our "King of the Road" campaign, Kingston Technology decided to reunite the band and create another hit. This time, we were challenged with convincing people to trust a company known for their memory and processor upgrade products and show the natural growth progression into a new line of PC network products.
SERVICES
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Design
Brand Strategy
Art Direction
Copywriting
Photography
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The Challenge
To create a direct mail brochure that would rival the success of the previous "King of the Road" brochure, creative director, Kevin Schmissrauter had to come up with a solution that addressed two key objectives for this network products brochure.
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1. Highlight Kingston's natural progression into the PC network marketplace
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2. Create a connection to organizational growth with the new line of PC network products
The Concept
To make an emotional connection between company growth and a new family of PC network products we found our answers looking right out the office window — Nature!
An organization, much like any living organism, must grow and react to an ever changing environment. Ok, this solved part of the equation. Now, how do we connect nature to network products? We observed the intricate details in patterns and textures found in nature like; the veins in a leaf, the honeycomb of a bee hive and the perfectly proportion spiral of a conch shell. To link the two thoughts, we focused on creating rich product photography juxtaposed with elegant images found in nature. To drive the concept home, we elected to print the brochure on a 50% post consumer recycled paper.
The Result
The response to the mailer was amazing! Kingston once again was flooded with reply mail which further increased their mailing list and brought awareness to this new family of PC computing network product line. Kingston was able to add new distributor's and reseller's that specialize in PC network products. We are very proud to have contributed to their successful product launch.