Fold of the Week: A Surprise Is Inside!
This week’s big idea is an exercise in surprise and delight, quietly tucked into an artful magalog mail format and waiting to be discovered.
A few highlights:
- There's a 2-sided poster tucked inside this 64-page catalog, and they take NO opportunities to place product on the poster. It is purely for enjoyment.
- The magazine-like catalog is engineered to sell, and it's impressive to see how they balance the sales content with the stories and the gift.
Today's inspiration is an example of marketing restraint and relationship-building. It's also an idea that could be powerful for higher-ed, fundraising and other categories as well.
How was this catalog produced?
Folding Style: Quarterfold
Client: YETI
Size: Folded: 7.75 x 9.75"; Flat: 15.5 x 19.5"
Paper: ~60 lb Uncoated Text
Finishing: Fold, Glue
Budget Rating: Low
Trish Witkowski is Chief Folding Fanatic at the online community foldfactory.com. She holds a bachelor of fine arts degree in graphic design and a master of science degree in Graphic Arts Publishing from Rochester Institute of Technology's School of Printing Management and Sciences (now the School of Print Media).
An award-winning designer, Trish held the position of creative director for a Baltimore-based agency for six years, and has taught design and desktop publishing at the college level. She has a specialized expertise in the area of folding and is the creator of the FOLDRite™ system, a 2004 GATF InterTech™ Technology Award winner.
Trish frequently publishes articles for graphic arts industry publications, and has written three books on the topic of folding: A Field Guide to Folding, Folding for the Graphic Arts: A Teacher's Handbook, and FOLD: The Professional's Guide to Folding.
