case studies

Freightliner James Taylor Event

Freightliner James Taylor Event Light-download

Freightliner LLC, a DaimlerChrysler company, is the largest heavy-duty truck manufacturer in North America and a leading producer of medium-duty trucks and specialized commercial vehicles.

challenge
  • Client found themselves competing with rivals to entice a blue chip list of customers and prospects in Dallas for the American Trucking Associations Convention, to its own private evening of dinner and special entertainment.
  • Apply contemporary design worthy of the quality Freightliner brand while appealing to a generally older, conservative audience.
  • Meet strict standards for photography and design enforced by the representatives of the evening’s guest entertainer, James Taylor.
solution
  • Creatively combined a formal invitation text from the Freightliner CEO with high-impact, high-end design mailed within a clear plastic envelope.
  • Teaser cover motif incorporated simple and elegant “fire and rain” icons reflective of the classic James Taylor song.
  • Applied designed elements to R.S.V.P. enclosure and admission ticket to demonstrate how design elements could be extended to other concert materials.
result
  • R.S.V.P.’s so exceeded expectations, the client had to print a second run of tickets.
  • Client was so enthused with invitation they opted to extend the identity across all other event visuals including signage, programs and other venue graphics.