Consumer promotion
Customers really have only one question: What's in it for me? I tell them about your offer in a way that makes them want to buy.
Best Stoneworks
Copywriting for this product brochure and companion web site. Assignment from Margraffix. The brochure won a 2003 Pyramid Award, presented by the Home Builders Association of Chester and Delaware Counties. The category was Best Brochure -- Associate Company.
Sample copy:
The Distinctive Look of Genuine Stone, Without the Expense
Nothing creates a feeling of strength and permanence in a building like stone. With stone you can add natural beauty around a fireplace, texture to an entryway or grandeur to an entire exterior. And with hand-crafted cast stone veneer from Best Stoneworks, you can do it at one-quarter to one-third the cost of traditional stone.
Stone inspired by natural colors and textures
The Philadelphia area, home to Best Stoneworks, has a rich heritage of stone construction. For centuries, farmhouses, estates and historic commercial buildings have been built with local stone. These stones are the inspiration for our product line.
Best Stoneworks offers two stonecutting styles, each available in several color patterns. Ashlar is the term for a building stone that has been squared off into a block. Fieldstone retains a more natural shape, although we trim the stones slightly so they are easier to lay. This makes it easier to obtain a more uniform grout line.
Our veneers are hand-colored, and available in palettes ranging from blues and grays to browns and buffs, often with touches of iron. Some of our veneers duplicate the color, texture and veins of shiny mica in a stone called Wissahickon schist, which is still produced by a quarry in Media, Pennsylvania. Best Stoneworks takes pride in creating veneers with the integral color of authentic stone.
Art Directors' Club of Philadelphia
This 17" x 22" poster went out to members and friends of the Art Directors' Club of Philadelphia, inviting everyone to the Art of Beer event.Turnout was tremendous.
Sample copy:
The Art of Beer
Can a logo featuring a fish skeleton with airplane wings and whirling turbo-props prompt people to buy Flying Fish Extra Pale Ale? Did the Victory Brewing Company christen one of its beers Old Horizontal as a joke or a positioning statement? And how do sales of Imperial Pilsner from Rogue Ales compare with its brews called Brutal Bitter, Dead Guy Ale and Yellow Snow? The Art Directors' Club of Philadelphia presents the answers to these and other frothy branding questions in The Art of Beer, the next stop on our crusade for inspiration. Experts from the Flying Fish, Victory and Rogue Ales craft breweries will tell you what works in beer marketing, packaging and promoting. Better yet, they'll offer you plenty of inspiration lubrication -- free samples of their exquisite beers.
Get your creative juices flowing. Come to The Art of Beer.
