When your audience is the jaded “seen everything” communications industry, an 8 X 10 newsletter is just not going to cut it.
Fiber’s 18 X 24 page size takes the notion of big idea literally. It’s too big to file, too beautiful to throw away. And its poster-like pages are just right for framing.
Objectives
The objectives were to get noticed, right from the first issue. Be provocative, fun and make a splash.
Goal
Fiber was created to break through the usual self-promotion pieces and to deliver a “keeper” every time. The Fiber partners wanted a vehicle that would allow ongoing promotions while showing off our respective skills.
Solution
The core of Fiber is the oversize publication that features the photographs or illustrations of one well-known image maker. To date this has included Yuri Dojc, the East Berlin illustrators collective known as Eboy, Christopher Wahl, Anita Kunz and PhotoSensitive.
The publication is designed to create a number of memorable posters, and to show off the application of paper and specific printing techniques.
Specific considerations for Fiber included:
• Make it oversize. The large images demand attention.
• Each issue has a singular focus – one image maker, or a closely related group.
• The copy would be interesting – not just an advertising piece.
• Each issue gets a dedicated Web site
Results
Typically 6,000 to 7,000 copies are printed. The early ones are all “sold out”. Fiber pages are hanging in major advertising agencies and corporate communications offices. The publication and the launch events have lead to direct business for all partners.
See the Web site for Fiber, H2 Oh Oh, featuring the photography of Photosensitive.
See the Web site for Fiber, The Beast In Me, featuring illustrations of Anita Kunz.
See the Web site for Fiber, Fame, featuring the photography of Christopher Wahl.
See the Web site for Fiber, Pixel Power, featuring the illustrations of Eboy.
See the Web site for Fiber, Amorous Nature, featuring the photography of Yuri Dojc.
