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As Tiffany Meyers observes in her overview of the 100 winners, one can’t peg 2009 as the year of any specific color or typographic convention. But the winning projects are reflective of today’s increasingly diverse design discipline. In fact, one has to wonder if there is any longer such a thing as a design discipline—in light of today’s fast-changing and even amorphous practice, the word discipline seems a little out of place.
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DESIGN 100: CATALOGS (cont'd) |
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34 50,000FEET
“At 50,000feet we try to approach each project from a purely strategic
standpoint, ideally without any preconceived notions about what form
the final deliverable should or shouldn’t take,” says the Chicago firm’s creative
director Reid Armbruster. “Our goal with the 2007 spring/summer
piece for MINI USA’s MotoringGear line was to make a departure from
the traditional catalog and explore printed solutions that MINI enthusiasts
would want to revisit again and again, even beyond the life cycle of
the products it presents.”
Ever since 50,000feet helped launch MINI in North America,
the firm has repeatedly produced fresh, innovative and fun solutions
for the brand. This “card-alog” achieves the main goal of selling
MotoringGear by keeping the product as the focal point. At
the same time, it captures the playful spirit of MINI by creating
something that can literally be played with: a fully functioning
deck of playing cards—with each card showcasing a piece of gear—that comes packed in a custom tuck box with a quick-reference
MotoringGear guide. As might be expected, the card-alog has fast
become a favorite among fans and players alike. “Let’s just say that
we had to start hiding our samples, so there would be some left for
us,” says Armbruster. by Mary Jo Krysinski
50,000feet | Creative Director, Writer: Reid Armbruster | Art Director: Tracy West | Designers: Tracy West, Johnny Mei | Client: MINI USA | www.50000feet.com |
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