Javits Convention Center

Sometimes luck plays a hand at landing your first big client. In this case, it took an ability to break the ice, ask the right questions, and engage the client through a competitive service offering based upon price and quality. At the time of the initial meeting, the client did not indicate a need for additional services or vendor, but offered us an opportunity to meet with the Vice President of Marketing.

In anticipation of the upcoming expansion center, the marketing team identified an immediate need to evaluate their marketing/sales material. They concluded that a transitional information catalog was needed, and their current material was not fulfilling their needs.

Assessment

Our team approach included a discovery session with Javits executives and key sales staff. The previous catalog, designed by a printing firm, was reviewed for accuracy, functionality and overall design aesthetics. The consensus was that the previous catalog failed to meet functionality and brand communication on all levels. Areas of improvement included:

• Brand name, logo, taglines were not clear and were presented poorly.
• Design approach was not appropriate.
• Content and format of text were outdated and excessive in number.
• Photography and graphic elements were poor in quality.
• Print and binding were poorly executed.

Deliverables

We were faced with some rather unusual challenges from the start of the project. Various files and source files were not cataloged and accessible by one source. Budget limitations prevented our team from developing high-resolution images suitable for print. The Javits team was also in need of updated copy, limited in staff resources, and working through final legal negotiations for the Expansion Center. The final deliverables were:

• Communication strategy.
• Graphic elements, photo adjustments.
• Copy and content reorganization.
• Printing.