case studies

We understand and appreciate the standard of beauty and elegance that our work must achieve. Our first priority is to create marketing materials that help our clients achieve their sales goals. If our work engages their customers, then we have reached all of the benchmarks of creativity.

LIQUITEX
Liquitex has become one of our largest clients, and we’re delighted to be able to say that. Liquitex produces acrylic paints, and associated products, of the highest quality for both professional and amateur artists. Working with them is incredibly rewarding because they live and breathe their mission, keeping their focus on the artist. They’re also really nice people.

Our relationship began in 2002 with a small project: the redesign of the packaging for one of their paint series. The packaging needed a fresh new look and to be more engaging to artists to attract their attention from the shelf. And, attract them we did! Within months of releasing the new packaging, Liquitex saw a significant increase in sales, and this trend has continued. Since then, we’ve designed new packaging for many other sets and products, in-store displays and merchandising, sales and POS literature, exhibits for tradeshows, and their catalog, which is fabulous.

Our web work for Liquitex has included customized landing pages and email blasts, and we have been a resource for their social media initiatives. We are now in the process of designing and building their new website, which will be a place for artists to learn about the Liquitex products and how to use them effectively in their work, to allow them to engage and share their passion for art with others in this community, and to inspire!

Our work for Liquitex is driven by research, and our efforts on a day-to-day basis to understand their customer, the competition, and the dynamics of the marketplace in which they operate.

YWCA PRINCETON
We’re thrilled to tell you about our client, the YWCA Princeton. The YWCA is a dynamic force here in Princeton. The talented, smart, hardworking, committed women in this organization are driven in their efforts to empower women and eliminate racism. Serving women and their families, the YWCA successfully runs a wide array of programs, including the Breast Cancer Resource Center, English as a Second Language Program, Adult Education Classes, Aquatics, After School Childcare, Princeton Newcomers Club, Summer Camps, Dance and Fitness Programs, and the YWCA Princeton Women’s Group. In 2008, they served more than 10,000 women, children, and families in all their diverse programs, and gave out more than $400,000 in scholarships. Wow!

While many people in Princeton knew about these programs, an independent audit indicated that communities in the Greater Princeton Area where unfamiliar with the resources and services available to them through the YWCA Princeton. In response to this, HDG was engaged to help them raise awareness for these programs within the region. Using research provided by the YWCA and some of our own, we proposed a series of initiatives to promote the programs, including the one that was finally chosen by the management team, Twelve Lives Changed.

With the focus on twelve incredible women whose lives have been changed through programs offered by the YWCA, we created and produced marketing materials to promote the twelve individual programs that each woman represented. These materials included a beautiful calendar featuring all of the women and their programs; a stunning poster for display at the Princeton Junction train station and a series of special landing pages for the YWCA’s website to support and promote the initiative over a twelve month period; and a canvas portrait of each of the women to be used for a travelling art show to be exhibited in prominent public places and in the foyers of major corporations throughout the area.

The campaign was launched at the YW on a beautiful Sunday afternoon in the autumn, with a kick-off party to celebrate the twelve women and to share their remarkable stories. What a day! It’s too early to report on overall results, but we can say that the response to date has been extraordinary.

We are honored to work with this amazing organization. For more information on the programs at the YWCA Princeton, please visit www.princetonywca.org.