Not Just a Postcard
Even the simplest initiatives can advance a brand. At Brentano, I saw an opportunity to use their holiday cards (previously a last minute project at a busy time of year) as a way to engage their business partners in a new way. With the same distinctive shape and clean graphics of Brentano’s collection postcards, the new cards showed a creative bent that celebrated the brand — and elevated it in the eyes of other creatives. After just three years of sending the new holiday cards and wrapping them up with holiday gifts, Brentano’s design studio noticed that their suppliers started offering them higher quality product. The holiday card campaign had legitimized their brand in the industry.