Who printed it?
Printer: Flash Reproductions // flashreproductions.com
Tell me about the images?
Light in the Dark is built around a distinct and refined palette—black and gold. I created two types of imagery: food as sculpture, texture, and shape which contrast with the scenic images conveying time and place. This project comprises a booklet in two parts, bound together in a way that allows the viewer to experience both simultaneously. There is a push and pull between the images so that they interact with each other regardless of what sequence or pairings they are viewed in. Its unique binding and collection of images encourage active engagement and open interpretation on the part of the viewer.
In addition to its function as a marketing tool, I also used the promo piece as an opportunity to push myself creatively. I chose to go beyond seeing the project as a collection of stand-alone images, but instead to craft a unique piece where the images worked in-tandem with the design. Working on the project over the course of a year, I focused on the mood and feeling that I wanted to create, tailoring each of the images to best highlight the black and gold aesthetic.
How many did you make?
How many times a year do you send out promos?
I send out promos once a year
Do you think printed promos are effective for marketing your work?
Yes definitely. I have seen a direct correlation between sending out my promo pieces and getting noticed + hired by new clients. Which makes the time and financial investment worth it. It’s an opportunity to get people to stop for a moment during their busy day at the office and look at my work. Perhaps they will tear out an image that speaks to them or they will go to my website, either way it’s an opportunity for me to make an impression. It is also a great way to continue a conversation with a client, reaching out to them through email after they’ve received the promo.