Doodad

[type of name]
company name

[project description]
this is a printing company that specializes in the most pedestrian product you can imagine: the four-color inserts that spill out of your newspaper every day.

they crank out millions of these things, mostly for big shared mailers and newspaper chains looking for alternatives for their advertisers.

we visited their plants, met with their people, and spent a lot of time with their management team trying to figure out the right angle on the problem.

even though they turn out a generic product, they had a real appetite for creating a powerful story and brand. Their old name was kar printing, so you can see what a big shift it was. they wanted a name that would separate them from their competitors, be memorable and fun in a small town kind of way.

the story we created with them is about their customer's customer, the small town mom and pop¹s who are fighting the big chains and big box retailers. they don¹t have big ad budgets and doodad produces these inserts for about 1/3 of what they¹d have to pay a local printer.

[credits]
design: brent croxton
copy: danny altman