Client Spotlight: Private, keep out! Combining creativity & confidentiality for Privacy International

Here at Holywell, every now and again we are lucky enough to get to work on a project that is truly original, innovative and tests our craftsmanship to the full. One such job came to us through the global award-winning creative agency, Paul Belford Ltd.

The agency approached us with an initial concept for a direct mail prospectus they were designing for their client, the campaigning organisation, Privacy International. They had a very clear idea of what they were looking to achieve, and wanted to find a print partner that could work with them to help refine their concept and produce a workable, practical print piece.

The purpose of the prospectus is to outline the work and aims of Privacy International, and the creative approach proposed by the designers reinforced the organisation’s goals by having it sealed within an outer cover, so that the contents would be kept completely private until opened by the recipient.  

We were very pleased to have the opportunity to work alongside the creative team at this prestigious London agency, and be able to offer them the benefit of our advice on materials, production and finishing techniques. By collaborating at this crucial stage of the project, we were able to help make sure the finished print piece fully matched the agencies original concept - with no compromises.

The high-spec nature of the project called on a wide range of our skills and required us to undertake a bespoke production process in our Oxford factory. The 32 page prospectus was printed on Cyclus recycled paper, punched with three holes and hand sewn with thread into the oversized outer which was made of heavyweight (300gsm) recycled material called Paperback Loop Jute.  This outer cover which also acted as a protective envelope for mailing was blind embossed, glued shut with the prospectus inside, and perforated on three edges.

Not every job we work on is as complex as this one was, but it is great to meet creatives who see the possibilities of the printed medium and want to push the boundaries to produce something really special.

Credits to:

Creative Direction: Martin Brown and Paul Belford
Design: Martin Brown, Paul Belford and Joseph Carter

Print buying: The basics

Even in this digital age, there are few organisations that do not need to commission print at some point - letterheads, business cards, brochures, flyers, booklets, mailings, the list goes on. Some large companies that consume very high volumes of print will employ professional print buyers, but for most businesses where print is an occasional requirement this luxury will not be available. For those who are relatively new to it, buying print can seem a daunting responsibility, full of technical terms and incomprehensible jargon - if this is the case for you, the odds are that you are not talking to the right printer! 

The following list of things to keep in mind when selecting and briefing a printer is basic and by no means exhaustive, but it should at least give you a place to start from:

• A good print job begins even before you brief a printer - at the pre-production stage. Use the best creative ingredients you can afford. The highest quality design, photography and copywriting will always show through in the finished result.

• If possible, talk with your printer at about your print project when it is still at concept stage. They may be able to suggest adjustments to the design that will save you money, or even propose an alternative solution you may not have considered. Having our own design studioat Holywell enables us to make the process from creative concept to production completely seamless. Because our creatives understand print fully, all designs are optimised for cost-effective, high quality results.

• Do make sure you actually visit your printer’s premises for a tour of their factory and printing presses. A good printer will always be delighted to show off their workplace. Besides being a fascinating experience, it will help give you an understanding of the processes involved, and the capabilities of your printer. Ask to see their library of sample works and you will get a real feel for the quality of work they produce.  A factory visit will also confirm you are not dealing with a ‘print farming’ company – a business that simply acts as an intermediary, buying and selling print, but not actually printing themselves. 

• Expect your printer to explain things to you in plain English and help you with each stage of the production process. If there is something you don’t understand, don’t be embarrassed to ask to have it clarified.

• Be sure to ask your printer for physical samples of the materials (‘stock’ in print-speak) your job is going to be printed on. Material can make a huge difference. You will want to compare options and be able to touch and feel the quality of the paper or card for yourself. 

• It’s not always easy to imagine what a finished print piece will look like, especially if it is unusual or involves complex finishing. Your printer should always be able to provide you with a ‘mock up’ of your job – an unprinted, hand-made sample or ‘dummy’, so you can see how it will look and work. There may be a small charge for this service.

• When you are requesting a price for print, it may be worth asking your printer to supply ‘run on’ costs. When a job is being printed lithographically (rather than digitally), a large element of the print cost is in setting the job up and getting it ready to print. This means that the difference between printing a small run or a larger run is often very little. If it’s something you are likely to need more of in the future and you have facilities for storage, it can make economic sense to opt for a higher print run.

Perhaps the most important thing to remember when buying print is that you are not simply buying a commodity, you are purchasing a service to support you with help and advice throughout the print process. Print buying requires an investment of faith and trust, so it’s vital you find the right partner to work with; a partner than not only has the right tools for the job, but one you can genuinely relate to and enjoy working with as well. 

Ink or pixels? Use both for a really effective campaign

Email is a great way to communicate; it’s instant, it’s cheap and there’s no doubt that it can be very effective. But there is also no denying that as the volume of digital traffic received by each of us every day continues to rise steadily, its value is diminished.  Of course, the irony that as traditional printers, we are using digital media to communicate with you right now will not have escaped your notice – we make no apologies - email does work, but to really engage with your target audience, you need to utilise a range of media. No one communication route works in isolation, which is why the most effective marketing campaigns generally blend online and offline channels.

In parallel with our inboxes filling up faster and faster, the number of hard copy mailings that come through our door or land on our desks has fallen dramatically since the dawn of email – with the result that when we do get an envelope or a package addressed to us personally, we are intrigued, excited and far more inclined to take notice. 

It’s much harder to ignore direct mail than it is an email, which can be consigned to trash with the click of a mouse (assuming it makes it through sophisticated spam filters), so the chances of it being opened are good. When the mailing is well designed, well written and beautifully printed, the odds of it being read and the message successfully delivered increase still further. Keep your eyes peeled for our very own printed newsletter landing with you in July - send us your address if you'd like to receive a copy! Email info@holywellpress.com

There are some wonderful examples of creativity in email marketing campaigns, but the digital medium does present certain limitations for imaginative designers. Whereas an email can only communicate on a screen through pixels, a printed piece can be touched and felt as well as seen. Print makes it possible to deliver a message using a communication that is in effect, a 4 dimensional representation of your brand, employing materials and finishes that tangibly reflect your values.

 

Both email and print communications rely on the same core elements to make them work effectively; stunning, innovative design; persuasive, compelling copy and powerful, impactful imagery. Commissioning these ingredients costs money and you will want to use the results to their full potential - and there is really only one medium that can do that.......print!

When you’re planning your next campaign and you really need to impress, make sure that print is in the mix!

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