The key to Direct Source Packaging’s success lay in celebrating the firm’s innovating engineering, use of materials, and manufacturing quality. The strategy is to present DSP as an upscale and contemporary thought-leader and business partner, appealing to its exclusive customer base: designers, fashion-conscious brand managers and bottom-line oriented purchasing managers at large retail organizations.
To help prospective buyers see themselves in DSP’s products, Create made design the hero. Each year a new set of shopping bags is created to evoke the joy, sophistication, luxury, whimsey, and refinement of the corporate buyers they are targeting (and the retail shoppers who are their customers) and showcase DSP high-end print quality.
With established success, Create from the get go designed DSP’s brand, logo, and visual identity. DSP’s deep red communicates confidence. The logo’s circular holding shape projects strength and stability. The san serif typeface speaks of contemporary sensibilities. Abundant white space and the clean and spare layouts of the website, media/product kits, and trade show booths all further serve to make the typically colorful products stand out.
Create’s work extends into all aspects of DSPs marketing world: branding, digital marketing, direct mail, E-commerce, illustration (lots of it, marketing materials, packaging design to promote the brand (lots of that too, and tradeshow booths and displays.