When creating collateral for a specific event, it is sometimes beneficial to create two versions that are seemingly the same, but bear quite important differences. For this special booklet, HGD partnered with Spa & Wellness by Steiner Spa to create two versions for their “Mindful Living” retreat with Dr. Andrew Well. This journey, which includes wellness classes and seminars, is taken on the high seas onboard the Seabourn.
Version One is slightly shorter, and contains information about the program itself, tips and exercises for mental and physical wellness, and messages from Dr. Well. Version Two, meanwhile, contains the same information as the first while also including several pages for participants to take take notes or journal as they take their journey. Both versions of this booklet include the visually stunning photography that represents the reputation that spas by Steiner have gained over the years, both on land and sea, but the first has the room to include a few more images.
Having two different versions of the booklet allows the organizers to present different audiences with the more appropriate edition. The longer one is ideal for participants, while the other is geared more towards potential ones or perhaps stakeholders.
Even though they may vary slightly in content and appearance, we are happy to say that neither lacks in style or usefulness.
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What can you do to make a special event even more special?
That was the question when we worked on “The Healer Project” this past fall. The Healer Project was a truly unique three-week event hosted at four breathtaking locations in New York, Connecticut, Florida and the Bahamas. Made by Mantra, in partnership with Mandara Spas and other sponsors, put on this series of events, which were presented by visiting yogi master Guru Made, and sought to spread peace and well-being to participants through various energy and yoga healing courses.
HGD created an event website for this “happening” that captured the essence and spirit of Guru Made himself and the radiance of the locations that were hosting. We worked closely with Mandara Spa (whose exquisite spas played host to the events in Orlando and the Bahamas) to develop a look that reflected their pre-existing brand, palette and photography, as well as the fresh and airy quality of this special event.
Additionally, we helped design collateral for the event including signage, print materials, e-vites, yoga mats and a tote bag filled with goodies like hair clips and stickers. This special tote was the perfect way for guests to take their experience with them long after the event concluded.
We here at HGD were honored to work on such a fun and distinct project, and loved the idea of a website that was created with the sole purpose of promoting and reflecting a specific event, while still keeping true to the brand it represents. We can’t wait to work on another event website!
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No, I’m not talking about the 2015 documentary about the late, great Nora Ephron*, but rather the fact that everything contains a message, whether written or visual.
When starting a project, one of the most important steps is determining what copy you will need.
Here are some factors to consider…
Basics: What information does the end-user (client/customer/government) need in order to understand your message? You want them (the customer) coming back for more of whatever you provide, not left wondering what exactly that may be. So, make sure you not only have all the important stuff, but that it is clear as well.
Space: How much room do you have? Depending on the platform, you can sometimes get creative by including inserts, links or other inventive measures to provide more information. (We love coming up with fun new ideas!)
Extras: This includes “nonstandard” copy such as blogs and email blasts. Although they aren’t part of the packaging/marketing copy, they are a pivotal part of new marketing. These platforms have the power to attract visitors when connected to social media and keep current customers coming back for more.
Once you’ve determined what copy you are providing, you need to determine who will research, compose and review the material. The decision to have this done in-house or by an outside agency is often determined by available personnel and budget. At HGD we provide the whole spectrum of copywriting and editing—from simple line editing before design and release, to the whole writing process. We have done everything from composing catalog copy from scratch to line-editing “About Us” pages.
Whatever your needs, we can help make sure that you get your message across clearly.
—Isabel Corona, Social Media and Content Writer at HGD
*A must-watch by the way.
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