Catalyst 2014: “Change”
Promotions / Print Design / Packaging
About the Theme, “Change”: In 2014, Catalyst Conference approached Matchstic to lead a re-branding effort to refresh not only their image but also to redefine and sharpen their vision. Matchstic's strategists and designers led a successful effort in updated the brand imagery and style, helping identify the attributes of a Catalyst leader for future events to focus on building. For the first event following this re-brand, what attribute better to kick things off with than knowing how to accept and/or deal with change. Catalyst found renewed sense of purpose in knowing that it leads a community of change makers.
About the Design: After the new branding design was completed, Catalyst approached me to build out their promotional materials to introduce the new look to its past attendees through a mailer campaign, and also to help set the new brand assets in motion for the first time in order for their internal designer to have a pattern on which to build. The promotional campaign featured a specialized box which highlighted aspects of the new brand – especially the forward arrow of the Catalyst "C"-shape/hexagon, as well as communicating theme-related ideas surrounding "change" – a letter from the Executive Director about the move, items which reiterated that "change takes work" and sometimes we are in "need of change," and a brochure set that literally changes messaging as it unfolds.
Client: Catalyst Conference
Executive Director: Tyler Reagin
Marketing Directors: Sally Sumrall, Lindsay van Zyl, Brooke Wright
Branding Design, Creative Direction: Matchstic
Copywriters: Jason Haynes, Matchstic
Designers: Russell Shaw, Garrison Smith
Production Partners: Peachtree Packaging, Data Supplies Inc., Uline (Special Thanks: Jon Muyres, Ed Davis, Doug Gattis)
Custom-made corrugate box, designed in the shape of the new logo, with a graphic wrap. A specialized tray insert holds the pieces in place.
The inside of the box's lid features the new forward arrow bracket of the logo as a repeat pattern.
A welcome letter was variable printed on sheets of linen blend paper to address each "leader" the kit was mailed to by name.
Underneath the letter, a cotton drawstring bag with imprinted with "Change takes work" houses custom wrist- and head-bands. Also, a cassette tape sits in the tray; the tape features a special message from the Catalyst team.
Underneath these objects, a stack of custom brochures detail more information about the event and theme.
The brochure features a special dieline that further highlights the new branding "forward arrow" shape to indicate unfolding change and progress. The brochure is an enclosed piece that begins by unfolding a triangle-cut from a cut in the front. As each panel unfolds, the word "change" that begins the unfold process sits next to different words and phrases to complete a different statement for each panel.
Above: Back of brochure, when closed.
Below: Under side of closed box.