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Challenge: Guthy-Renker is one of the world's largest direct response televison companies with revenues in excess of $500 million. They came to us with two goals: first, they wanted to create a site that would showcase the products and celebrity talent they work with and provide the press with a source of information. Secondly, while they had been hugely successful with their primary sales avenue, infomercials, they were anxious to add additional points of sale for all of their products, in addition to their brand-specific web sites. Solution: Our first step was to come up with a visual language for the umbrella company of Guthy-Renker that we could use for the website and any other collateral material we generated. We expanded their palette from dark blue with dark gray accents by adding a contrast color, orange, to the palette, in addition to a new, lighter gray, and extended the use of the original dark gray beyond the logo. Next we designed a site that showcased all of GRC's products, but placed them within the context of properties of the holding company. The products were all featured on the homepage along with the celebrity spokespeople in rotating graphics that linked directly to the commerce portion of the site. In addition, we posted a schedule of GRC's shows (where consumers could learn more about the products), links to press coverage, the corporate philosophy, and a corporate history. As the site went into production, we were asked to redesign GRC's printed press kit as part of the new branding effort. The press kit had to serve many of the same functions as the website, and like the website it had to be modular. Since Guthy-Renker has an ever-evolving roster of celebrity spokespeople and products, the company has to be able to add new celebrities and products, ideally without reprinting the entire kit. We designed a four-panel folder, with the permanent information, such as the corporate philosophy and founders' biographies, bound in on the left side as an eight-page book. The product descriptions, press clips, and announcements were printed on loose-leaf sheets and inserted in the folder pocket on the right side of the piece. This created a multi-panel folder that neatly housed all the information from the website in a manageable and organized package that could be mailed to media contacts and potential partners.
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