Gateway
  • Gateway
  • Client:
    Gateway is one of the top manufacturers of computer hardware for business, government and education. Faced with financial difficulties in recent years, Gateway began to increase its visibility in the market with an aggressive series of direct mail campaigns, designed to bolster its position as a direct computer retailer.

    Problem:
    In appealing to such a wide range of direct response audiences, Gateway had failed to develop a consistent, compelling graphic look that tied all its mailing catalogs together under one corporate brand. In addition, the charts and matrixes used to show various product configurations were confusing. Together, confusing information and a dull look were deteriorating the return generated by these catalogs.

    Solution:
    Daniel developed a creative strategy and a consistent style which relied on short headlines and interesting photos of people in their working environments. This direction emphasized computers as solutions, and not just hardware. Additionally, configuration charts were simplified to make them much easier to navigate. Daniel's creative strategy, along with an innovative direct mail distribution strategy developed by Specialized Marketing Services, generated a volume of responses which exceeded Gateway's expectations.
Contribution
Art Direction
Graphic Design
Production
Photo Styling
Fields
Art Direction, Graphic Design, Production
Date
2011