As Canada’s first and only dedicated waterless printer, Warren’s Waterless holds itself to the highest standards, both environmentally and in the quality of their output. Having seen so much of CLD’s work on their presses over the years, when it came time to develop an attention-getting promotional piece, Warren’s came to us.
A leader in environmentally friendly printing, Warren’s Waterless needed a promotion piece that would make an impression both in its arguments and its execution. Finding that brochures and booklets were getting lost in the shuffle, Warren’s came to CLD with the idea of using a ‘Z-card,’ a pocket-sized promo that unfolds to reveal a much larger printable surface. Charged only with the instruction to produce something that would show off the quality of Warren’s printing, CLD set to work to develop concept, content, style and voice.
We worked closely with Warren’s to learn more about the advantages of waterless printing, and what makes them unique in the field. CLD also researched the benefits and impact of printed material and what makes it relevant in an increasingly digital age.
Drawing on the popularity of ‘listicles’ and readers’ willingness to digest short snippets of information, CLD developed two lists: one promotes the effectiveness and value of the printed piece as a whole. Bite-sized factoids appeal to the reader’s desire to engage in a meaningful way through print. The other walks the reader through the benefits of printing specifically with Warren’s, from eco-friendly energy sources through their environmentally friendly printing process to punchy statistics highlighting carbon offsets, water saved and environmental certifications. Bright, engaging graphics sweep across the 30 small panels, showing off Warren’s print quality while drawing the eye towards numbered facts and arguments which are written in a casual, accessible tone.
Warren’s has reported that the promo piece has been very well received, both in terms of engagement and retention. It is a distinctive effort that befits their unique offerings.