“One of my favorite projects was the Graphics Group corporate brochure and direct mailer,” said John Ritter, design director at IMS. “The pieces would be going out to other agency designers, account managers, and print buyers, so I really wanted them to make a strong impression.”

The print-services mailer asked, “Is printing and graphic services an art, or a science? It all depends how you ‘think!’” The piece presents left- and right-brained characteristics.

“Left brain types are very analytical, while right brain types are visual. Right brain-dominant people tend to be writers, musicians and artists,” John said. “We wanted to show that the Graphics Group’s services appealed to both brain types with artistic quality and organized efficiency.”

Because the client was a printer, John was able to use metallic inks, custom die cuts, embossing and debossing – the kinds of special details that usually get cut due to budget or time constraints.

IMS negotiated an agreement with a Chicago art-photographer for exclusive access to his portfolio. “The unique, original photos made a huge impact with an audience very familiar with stock images,” said John.