Brief Explanation

In this day and age, eCards, emails and smses have taken over much of the traditional role of cards designed for greetings, invitations, change of address and other announcements. Although convenient, these often lack warmth, charm and especially the personal touch. Moving to a new house is a proud occasion and the announcement calls for something that would make the recipients feel special and welcome.

The Brief

The client, Mr. Chris Cheow, moved to a new address. The managing director of a construction company, he needed to inform friends and business associates of the move. It was also an opportunity to invite them to visit and foster closer ties. The manner of the announcement had to reflect the personality of the man – simple, personal and of good taste.

How the final design was conceived

The solution was found right in the client’s new house. Inspired by the beautiful wooden floors, the card is designed like the timber swatches carried by building contractors. One swivel transforms the words from CHRIS CHEOW to MOVED. In keeping with Mr. Cheow’s sociable nature, friends and associates are invited to “swing by” soon. A map on the reverse side adds functionality and retention value. This “timber swatch” design resonates on two levels – the nature of the client’s business (construction) and the occasion (new house).

Indication of how successful the outcome was in the market

Nowadays receiving a physical card is a rarity. Reviving a traditional medium, the card evoked feelings quite different from receiving a simple email, although both can serve the same purpose. Many were intrigued by the message that was created using the client’s own name. Few designs can match it for individuality. The gregarious Mr. Cheow now finds himself doing more entertaining than before, with many taking up his invitation to “swing by.” All this is paying off in fostering closer ties with friends and business associates.