The story behind the Brandman greeting card
Each year, the Brandman Marketing Department puts together a holiday card for the chancellor, campus directors and others to use to connect with university stakeholders.
This year’s card pushes the envelope, or as marketing copywriter Jen Cota-Robles put it “We thought outside the box by creating a box.”
It will arrive as a folded square that can be converted into a box and used as an ornament or decoration. The card combines Brandman’s maroon and gold colors with a theme of “unity.”
“We started with about eight or nine ideas, not including digital ones,” said Heather Switaj, the designer for the project, working under the direction of Carla Morano, director of Creative Services in Marketing. “We played with different folds and styles – some intricate, some simple.”
“It’s a fun project where we get to let our creative juices flow,” Cota-Robles said.
The box concept started as a simple fold with four sides. Switaj credits CMO Roger Lee for landing on the transformational cube idea. “He saw the opportunity to turn it into a decoration or ornament.”
The concept came with multiple challenges. It needed to be easy to assemble, capable of changing from a card into a cube, and the message had to make sense read as a card and a cube.
“Heather’s experience in packaging and design really helped,” said Cota-Robles, who used the Martin Luther King Jr. quote “Unity has never meant uniformity” for the message. “We wanted everything about it to reflect Brandman’s core values of diversity and innovation.”
The chancellor will send the card to everyone in the university with additional cards available for distribution at the discretion of campus and departmental leaders. In all, more than 5,000 cards will turn into cubes this month.
Look for the card to arrive in mail in the next week or so. Instructions on how to transform it into a cube are included, and video instructions can be seen below.
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