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Client: HLW
Project: Office move announcement card
Brief: Design of bespoke, printed card
Background: After over three decades on 5th Avenue in NYC, architecture and design firm HLW relocated its headquarters to a new space at 5 Penn Plaza in 2019. As this was the firm’s 5th location in New York since 1885, the announcement was celebrated with the in-house design of a tri fold 7 X 5”, bespoke printed card.
The design of the new office space strikes a balance between past and future, acknowledging HLW’s history as one of the longest practicing architectural firms in the United States. With the new space in mind, the printed card reflects the concept of a journey. The striking blue paper stock (which is HLW’s core brand color) is the backdrop for the die cut dot line which map out HLW’s old office location to its new home. Holding the card up to the light, the dots depict a constellation line, symbolically referencing HLW’s long history.
Details about the office move along with snippets of information about the new space and environment are white foil stamps. And finally, in the backdrop, sketches of the space from Senior Partner, John Mack whose hand-drawn line work (gloss blue foil stamped) gracefully offset the solid blocks of white text and angles of the die cut dot line lines.
The card was printed and finished beautifully by GSB Digital with a total of 500 self-sealed and mailed to clients.