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Design is a small planet, often self-referential, with well-worn paths for
exposition, criticism and analysis. When we contemplated devoting an
issue to self-promotion, we were acutely aware of certain tropes. The
usual way of portraying self-promotion by designers would be to focus
on the projects they use to market themselves and their firms—the
postcards, the tchotchkes, the e-newsletters, etc. But we decided right
away this issue would not be about that stuff.
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STEP Design 100 Annual 2006: Identity (cont'd) |
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32. HENDERSONBROMSTEADART
For several years, HendersonBromsteadArt has been coming up with
tongue-firmly-planted-in-cheek campaigns for Hanes Beefy-T products.
According to creative director Hayes Henderson, “The client understands
the irreverence is what’s keeping Beefy-T front and center in the mind of
their customers. This year, their imperative was to talk more about product
features. Our solution was to use the cheesy language and graphics of
supermarkets and butcher shops.”
As part of the campaign, designer Bizzle Hackley developed
what was supposed to be just a promotional logo for giveaway Tshirts.
“Everyone looked at it and said it’s just too cool. So we
decided to make it the pivotal piece and push it into everything
we did,” says Henderson. The product brochure, designed by Kris
Hendershott, features photos from several butcher shops around
the Boston area. While they didn’t show actual meat—“The product
is supposed to be the meat,” notes Henderson—the team did
have some pretty gruesome pre-shoot clean-up duties. In spite
of the playful nature of the brochure and the success of the campaign,
“Kris came back from the shoot not wanting to eat meat for
a while,” Henderson says.
Laurel Saville
HendersonBromsteadArt
CREATIVE DIRECTOR: Hayes Henderson
ART DIRECTOR: Kris Hendershott
DESIGNERS: Bizzle Hackley, Hendershott
COPYWRITERS: Henderson, Julie Curtis
PHOTOGRAPHER: Craig Orsini
CLIENT: Hanes Beefy-T
CONTACT: www.hendersonbromsteadart.com
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