JCPenney Conference Proposal
At the time we were creating this document, JCPenney was about to embark on a new marketing campaign to compete against clothing retailers like GAP and Target, to whom JCPenney had lost a lot of marketshare. Not to mention: GAP’s logo is a square, like JCPenney’s. And Target’s logo is red, like JCPenney’s. At their annual Supplier Summit, JCPenney was ready to take back their brand. This proposal, for the production of their supplier summit took, utilized squares and red to demonstrate that we understood JCPenney’s concern about their brand.
My creative director liked to see scenic designs presented large, so I’ve produced a lot of large books for him. This JCPenney proposal was the largest; spreads are 38 inches across. I had considered working in a handle of some sort for transporting the document, and that’s when the coat hanger idea hit me. That lead to the dashed line illustrations in the document to represent stitching. The dry cleaner bag brought the whole concept home (and protected the document during transit).
When the creative director walked into JCPenney’s office, the receptionist said, “Let me take your drycleaning, sir.” She took about 15 steps before she realized she was holding a document. Mission accomplished.
Client: ProActive
Creative Director: Michael McCauley
Scenic Designer: Lionfish