NATURAL WONDER: PLANET PROPAGANDA CREATES
Enviro-Friendly Marketing Tools For Gramicci

Planet Propaganda is one of Wisconsin’s most respected design and communication firms. Recently the agency contacted Litho of Minnesota about a project for a remarkable client: Gramicci.

From durable climbing pants to snuggly hoodies, Gramicci’s brand of outdoor clothing has a casual, rugged and earthy vibe. While preparing to launch its Spring 2008 line, Gramicci asked Planet Propaganda to design a Workbook (9"x12" catalog) and Manifesto (tabloid-sized positioning brochure). Both pieces needed to reflect an "irreverent reverence" for the environment, while serving as an effective tool to reach retail buyers.

“There is a world out there, blue and green, and it’s easy to find. It starts on the other side of the window.” — Gramicci Manifesto 2008

True Artistry

Litho Account Executive Ralph Tuff has worked with Planet Propaganda since the mid-1990s. He greatly admires the company’s work, and this campaign was no exception.

"When you see the unique way that Planet Propaganda tells Gramicci’s story," Ralph observed, "you sense the creativity and passion behind this project."

Copywriter Andy Brawner explained that for the Manifesto, Planet selected words and images with a lyrical tone, since Gramicci is a brand that listens carefully to nature. Key messages about Gramicci’s environmental philosophy were written as poetry, illustrated with layered images that created an ethereal sense of being outside, without being too specific to a place or activity.

The Workbook had a similar style, featuring product illustrations along with information about Gramicci and its support for environmental programs.

"The way we see it, Gramicci cares more about FEEL than the other brands in its category—not just the feel of their clothes, but the feel of their brand," reflected Designer Curtis Jinkins. "It was a lot of fun to work on, because the client gave us license to just create something artful and beautiful."

Earthy Excellence

The creative elements are definitely impressive. But even more noteworthy is the level of environmental responsibility that was achieved during production.

"With the piece, we created something that brought Gramicci’s philosophy to life on the page," said Planet Propaganda Brand Manager Michael Murray. "It’s functional as a catalog and environmentally responsible—using much of what we had at our disposal on the printing end to make it as green as we possibly could."

As a 20-year veteran of the printing industry, Ralph Tuff has rarely seen a project as "green" as this one. Litho printed on a high-quality Neenah recycled paper (80# Environment PC100 Natural) using soy-based inks and a Waterless process.

The Workbook boasts six environmental logos! These include Forest Stewardship Council (FSC), Soy Ink, Waterless Printing, Green-e.org, Processed Chlorine Free and Green Seal Certified. The Manifesto displays the FSC Mixed Sources logo—meaning the paper came from well-managed forests and controlled sources.

Of course, every project has its challenges. For example, one Workbook page featured 65 color tints that had to be carefully matched to the clothing samples and proofs, to maintain Planet Propaganda’s standards for excellent print quality. Also, the production schedule was tight, since garment collections were finalized just before the selling season kickoff. But teamwork prevailed, and Gramicci was extremely happy with the results.

Ready to create your own "natural wonder?" Ask your Litho rep about the latest in environmentally-friendly printing.