Where corporate identity is concerned, consistency is crucial. Branding almost always involves color, a specific color that needs to be carefully matched across a range of vehicles. Get it wrong and you risk losing brand recognition. Recently, Allianz Life Insurance Company of North America (Allianz), a leading provider of annuities and life insurance, faced that challenge in the production of an information kit sent to its representatives nationwide.

And it was tricky.

The product was a custom-designed pocket folder, a saddle-stitched “white paper”, and an executive summary mailed in a striking, custom converted envelope and matching mailing label. The pocket folder was developed by GLS’ CAD services, as was the die cutting and final assembly.

The graphic design, by Art Director Sally Manzano of the Allianz in-house creative group, was eye-catching. But the “catch” was in the color. Produced for the Allianz Advanced Markets and Solutions group, an in-house department that provides research and other tools for the company’s representatives, the package contained new market research and a graphic element that distinguishes the group from others in the company—a touch of a vivid accent color.

The color purple

It sounds simple but, well…not so much. Each piece, the folder, two brochures, a mailing label and the envelope needed to match. Blue sky is a part of the Allianz corporate visual identity so that was a central theme and the need for consistency was crucial. But the real trick was in matching the splash of purple, the color that distinguished the mailing as a product of Advanced Markets and Solutions.

Working with GLS Account Executive Julie Nelson, Allianz Senior Production Buyer Mary Beth Boening and the Allianz team wanted to use a very specific purple they had found. She says they really liked the color “…but we had to match it for the envelope on uncoated stock, for the pocket folder on coated board stock, then carry over to the brochures on dull coated text and cover stocks and finally the mailing label—five different stocks”.

We’ll do it ourselves

The devil was in the envelope. No available stock came close to the desired purple. The solution: build it from the ground up—a double hit of custom-matched UV ink on white paper, followed by die cutting and envelope conversion. To guard against cracking, the folds were specially scored before conversion, and the possibility of scuffing was minimized by a satin coating. Cool. The purple envelope conveyed the color theme strikingly, cutting it out of the clutter and reinforcing the Advanced Markets identity.

And so it went with each piece, carefully considering every option. Following GLS prepress, the mailing label printed using a straight PMS color. The brochures required customized tints.

Always willing

Another challenge came during the press checks. The image treatment, photos within photos, also part of the Advanced Market’s visual identity, involved some very close work. “We were having some fit issues where the drop shadows are, it’s just in the nature of the beast,” Julie said. “All of the GLS pressmen are always willing to try, even if it’s hardly visible, where others might say ‘it’s the best we can do’. They’re always willing to accommodate, and they do a really nice job.”

But looking back, Julie says the biggest challenge really was in getting the envelope right. “…from the standpoint of making it all come together this was quite a piece,” she laughs. “It turned out great and everybody was really happy with it.”

To learn more about Allianz and their financial products, visit them at: www.allianzlife.com.