Poster by/for Dunlop Manufacturing, Inc.

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CLIENT

Dun­lop Man­u­fac­tur­ing, Inc., locat­ed in Beni­cia, CA, was found­ed as a small, fam­i­ly-owned and oper­at­ed com­pa­ny in 1965, and has since grown to be a lead­ing man­u­fac­tur­er of elec­tron­ic effects, picks, capos, slides, strings, and oth­er musi­cal instru­ment accessories.

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BRIEF

We were approached by our mar­ket­ing depart­ment to pro­duce our annu­al cat­a­log for 2014. Through ana­lyz­ing the cat­a­log’s func­tion and life, we decid­ed to change our approach.

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APPROACH

Tra­di­tion­al­ly we pro­duce a siz­able 150-page per­fect bound cat­a­log at the end of the year, but we felt that a more focused “New Prod­uct” print piece would serve us bet­ter. The news­pa­per is designed to be gear porn. It offers no more than aggres­sive­ly lit dynam­ic pho­tos and cryp­tic prod­uct names to incite the view­er’s curios­i­ty. The poster’s visu­al style is an evo­lu­tion­ary step for Dunlop—moving the com­pa­ny towards a notion of raw ele­gance. Tak­ing some cues from fash­ion brands like John Var­vatos, Dun­lop is attempt­ing to re-shape the visu­al land­scape of qual­i­ty gui­tar accessories.