Who printed it?
Paperchase Press in L.A. produced the promo. I’d worked with them in my previous life as a graphic designer. The quality for the value, especially with this type of printed piece was spot on for me.
Who designed it?
I designed it, with input from the eyes and minds a few trusted creatives. I knew I wanted to do an accordion-type card for this area of my work, as the form factor is initially compact. It took some massaging to land the sequencing in an appetizingly logical flow no matter which side you experience first.
Tell me about the images?
Most are images created for clients in the retail and restaurant space. This is my first mailer in this realm, so I wanted the edit to reflect a more polished aesthetic that might appeal to both editorial and commercial interests. One is from a cookbook I collaborated on with a local chef, and two are spec pieces I created for agency gigs that didn’t pan out.
How many did you make?
100, which went out to a targeted list of restaurant groups, food producers and a small number of related publications in my region.
How many times a year do you send out promos?
This is the first printed promo I’ve done for my food work, but plan to do another in the spring.
Do you think printed promos are effective for marketing your work?
Absolutely. A lot of food imagery still ends up in print one way or another, so It’s great for potential clients to see how my work translates. There’s an editorial project already in the works due to the piece, and a few commercial inquiries swirling about. I actually received a phone call from one the recipients just to tell me how “lovely” it is. Whether that matriculates into anything down the road or not, I’m definitely on her radar as a result.