Graphic Design That Works

ABOVE: A CD-ROM that played con-

tinuously in the booth during the

show was also given away to inter-

ested parties wanting to learn

more about the firm.

(performance tested graphics)

The Client

“We needed something fun,” remembers

Chris West, art director on LPG Design’s

Performance Tested Graphics campaign

that spotlighted the firm’s creative capa-

bilities to the automotive aftermarket

industry, which is widely recognized as

a lucrative market, albeit one that is also

static and stale when it comes to graphic

presentations. “We wanted something

fun that would promote our point of view

about design. It’s a very dry market. You’re

selling hubcaps and transmissions. So, we

were interested in ratcheting the excite-

ment level up a little bit.”

SELF-PROMOTION FUELS TRADE SHOW EVENT

CLIENT:

LPG Design

(formerly Love Packaging Group)

DESIGN F IRM:

LPG Design

ART D IRECTOR:

Chris West

DESIGNERS:

Dustin Commer, Rick Gimlin, Lorna West

STRUCTURAL D ESIGNER:

Mitch McCullough

PHOTOGRAPHER:

Jack Jacobs Photography

CAMPAIGN R UN:

October 1999 through March 2000

TARGET MARKET:

Automotive aftermarket business owners

and/or marketing directors

The Brief

A division of the Love Box Company, Wichita,

Kansas–based LPG Design, formerly known as the

Love Packaging Group, wanted to build on Love Box’s

reputation in the automotive aftermarket, where the

corrugated manufacturer had made a name for itself.

The SEMA (Specialty Equipment Market Association)

trade show provided just the right opportunity to make

a statement. Because of its relationship with the Love

Box Company, LPG Design had plenty of experience

designing corrugated packaging for the automotive

market; now, its goal was to tap into that expertise and

pursue the industry in its own right.

“Corrugated was our entrée into this market; it’s huge

and it needs improvement,” explains West. However,

complicating their message was that few prospects

recognized that LPG Design did more than package

design, it was also a full-service studio (which is one

reason the firm subsequently changed its name offi-

cially from Love Packaging Group to LPG Design in

October 1999). So, while their trade show message

had to emphasize packaging, they also wanted to pro-

mote their capabilities with other collateral materials

and advertising.

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