After a day at a tradeshow, attendees are loaded down with brochures, flyers, and other print collateral that end up being thrown away in the conference center, hotel rooms, or at the airport. Lacayo Advertising partnered with Haskell to design custom collateral for its Student Housing Group that would provide only the specific information a prospect wanted, in a package that would actually make it back to the prospect’s office. After reviewing traditional collaterals – brochures, flyers, folders with inserts – Lacayo worked diligently with the Haskell team to define the exact information a trade show prospect would want. Once we had that identified, the next, harder step was to develop and design a minimalist information delivery mechanism to increase the chances the collateral would make it back to the prospect’s office for action. It needed to be brand consistent with Haskell’s look and messaging.

The outcome: Lacayo Advertising designed a custom card for each Student Housing case study, and messaging and facts were created, with cards sized to fit in a person’s shirt pocket, jacket pocket, or purse. If a prospect was interested in one or two concepts, he or she was given the corresponding cards. To address multiple interests, we custom-designed a die-cut carrier that could hold several cards. The holder was compact and of substantial weight to withstand the journey home without damage. At the office, the prospect could remove the cards and distribute them to individuals for review. The effectiveness of this approach was evident in how well the collateral was retained and shared post-trade show, reinforcing its success.

AWARD: Graphic Design USA Winner