Graphic Design That Works

Job:12-84823 Title:RP-Graphic Design That Works (LDW)

175# Dtp:120/163 Page:210

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CLIENT:

Just One is a company that

specializes in club music,

clothing, and events.

FIRM:

After Hours Creative

CREATIVE DIRECTOR:

Russ Haan

DESIGNERS:

After Hours Creative

PHOTOGRAPHER:

Tim Lanterman

ILLUSTRATORS:

Rich Borge and

After Hours Creative

ABOVE: The cover image, created in

layers in Adobe Photoshop, is

symbolic of the beginning of life—

playing off the egg and sperm

during the moment of conception.

Inside the brochure, the various

product lines are featured.

Nightlife

Just One is a hip new company that targets the club

scene in major cities across the country. “They are

an interesting company,” says creative director Russ

Haan. “They plan events, make club wear, and

distribute CDs.” Because of the diverse products they

provide, Just One needed a brochure that would not

only unify them as one company but would also call

attention to the various product lines they carry.

“They were looking for a brochure to launch their

new company and brand,” adds Haan. “We also

wanted to make it clear that all of what they do is

related.” To get an understanding of the market, the

design team visited various clubs. “We wanted to see

what everybody was doing and wearing, and what

the overall attitude was,” details Haan. “The whole

crowd was young, upbeat, and positive—just

wanting to have a good time.”

After experiencing the mood and flavor of the

nightlife scene, the design team developed a cover

image for the brochure. An illustration, symbolic of

the beginning of life, portrays a woman inside an

egglike mass surrounded by various potential male

candidates, all dressed in Just One clothing. “When

life occurs, only one gets the chance to make it

happen. It’s really just about two adults getting

together,” explains Haan. “It’s upbeat and fun in an

irreverent way.” All of the models were shot on white

backgrounds and brought into different environments

and assembled in Adobe Photoshop. Inside, there are

clothing labels, a mini product catalog, and a CD. The

mini catalog shows both clothing lines—the JO line,

an edgy, grungy, and graffiti-like collection, and the

Just One line, a more fashionable alternative. The CD

features primarily electronica music. The entire package

was mailed to a variety of club owners, potential

retailers, and buyers. It was also sent to the media.

just one

Graphic Design That Works

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Job:12-84823 Title:RP-Graphic Design That Works (LDW)

175# Dtp:120/163 Page:211

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W)

10

ABOVE: The mini product catalog

displays both clothing lines. One

side shows off the illustrations

present in the streetwise line

called JO. The other side premiers

a more fashionable club wear line.

What Works

Because the piece was fun, upbeat, and in tune

with the club entertainment scene, it grabbed a lot

of attention across all products lines. The visual,

tactile, and musical piece works hard at capturing

the attention of a youthful and active audience.

The overall packaging is not only innovative, but

also serves a multitude of purposes, from selling

the clothing lines, music, and events to promoting

the overall image of the new and happening company.

“It went over really well, and they made out great

in sales. It was a very positive launch,” notes Haan.

“They also got a lot of media coverage in the fashion

trade magazines and in the music media.”

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