Multicomponent national fundraising campaign employs all the "bells and whistles" and overcomes challenges too.

Opportunity for meaningful and challenging design

OrangeSeed Design, a Minneapolis marketing communications agency, was selected by Feeding America to create a unique suite of materials to support a nationwide fundraising campaign—The Campaign for a Hunger- Free America.

Feeding America is the nation’s largest domestic hunger-relief charity and according to Rose Dalba, Director of Donor Outreach, the campaign is crucial. “The materials are needed to help raise $500 million for the Feeding America network over the next five years,” she said. “The collateral is being shared with individuals and family foundations who are prospects for gifts of $1 million or more.”

OrangeSeed approached the project as an exciting creative challenge and an opportunity to develop an impactful campaign.

Creating a high-end look and feel

Art Director Tonja Larson notes that OrangeSeed was responsible for all creative, including the overall look, feel, and tone—and its ability to engage the target audience. “We essentially created a sub- brand for the campaign,” she said. “It had to appeal to a very specific audience, so we wanted it to reflect the Feeding America brand but have more impact.”

A complete package emerged

In the end, the project encompassed numerous pieces: a saddle-stitched case statement, a smaller overview brochure, a custom pocket folder, and a boxed set of perfect-bound booklets profiling Feeding America clients.

To achieve the impact Larson and her team envisioned, the final collection of components required a broad range of printing, cutting, binding, and finishing techniques including orange and clear foils, four-color photography, die-cutting, UV printing and digital printing.

Keeping it together

Among the challenges was maintaining consistency across components. In meetings with GLS’ Account Executive Ralph Tuff, Larson and Production Coordinator Jennifer Beier considered options including the relative merits of using color floods on white stock as opposed to colored stock. Each was different yet a consistent look was important, so careful planning and extra proofing was crucial—all the way through final press checks.

Careful attention was also paid to photographic consistency. Working with images shot nationwide by several photographers, OrangeSeed selected and digitally modified the shots to maintain a consistent look and feel.

For some components, cost was also a factor, since several pieces will be updated regularly or customized. One solution was to use digital printing for interior pages of the overview brochure, allowing them to be customized for geographic regions and economically printed as needed.

“There were definitely challenges,” says Beier. “But when you have this many components and multiple production processes, you expect some issues. We chose GLS for their capabilities, including UV printing. And we’re really happy with their digital quality.”

When all is said and done

As graphic professionals know, in the end, it’s the final product that counts. “Everything turned out well,” says Larson, “and the client is happy. Everyone [at GLS] was pleasant to work with…their plant foreman and pressmen are really on the ball; they were really helpful.”

The project was particularly important to OrangeSeed founder and Creative Director Damien Wolf. “Especially considering the audience, we needed to create outstanding collateral and execute at a very high level. To do it we used a very diverse range of materials and printing methods, and GLS was able to handle more aspects of the campaign than a lot of other vendors.”

What’s his bottom line? “It’s a partnership to deliver what the client needs…and the end result is beautiful.” Dalba agrees, saying “The campaign materials have been very well-received.”

Are you looking for a partner with the ability to offer innovative solutions and strong fulfillment capabilities? To find out how GLS Companies can help, contact an account executive today. To learn more about OrangeSeed Design visit:www.orangeseed.com.