Vision Graphics: Putting consumers to work for your brand

A designer campaign

In the summer of 2004, we invited twelve of the most highly regarded design shops and advertising agencies in Colorado to help reintroduce a premier printer, Vision Graphics, to the creative community. A striking large-scale invitation was designed by LeeReedy and delivered to the creative directors at each shop – who better to assist in our charge. Within hours, all twelve designer slots were full, with Vision Graphics turning down a dozen more potential participants who weren’t quick enough on the draw.

Committing to the cause

Each shop was given a single benefit of Stochastic Printing, Vision Graphics’ specialty, to demonstrate in an enormous 56 x 40-inch poster of their own. Stochastic has many perks for a printed piece over traditional offset printing, including the five we asked our creative minds to focus on in this user-generated content campaign – use a photograph, use a piece of line art, use a texture, use a gradient or use at least ten process color builds in your design.  

Without clients or barriers, they set off to turn a blank canvas into fine art. By design, their reward was partially tangible – $500 and 250 printed for themselves – and partially intangible with their own creative pride on the line. The entire campaign was to culminate in a gallery show where all the work would be displayed for peers to admire (and critique).

Unexpectedly great results

For Vision Graphics, the project was rewarding on many levels. They were able to unlock a fickle and sophisticated audience, putting Colorado’s designers to work for them – for little outward cost. During the print production portion of the campaign, Vision Graphics also established relationships with many of the best agencies in Denver and Boulder – financially powerful relationships that continue today. To target additional firms outside the invitees, Vision Graphics salespeople had what they always needed as well – twelve beautiful posters designed by the top agencies in Colorado to show off the printer’s capabilities.   

I can talk all day about ideas to put your customers to work for you. I’m here if you ever want to kreedy@leereedy.com.