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Design Category
Promotional design and advertising, 2003
Design firm
Segura Inc. (Chicago, Illinois)
Collection
(2004) AIGA 365: 25
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Corbis had many years of bad habits under their belt. Their image in the marketplace from the perspective of a “creative” was dismal. Our challenge was to change that. This is not an easy task when you are speaking to what I believe is a very sophisticated target audience—one that is most aware of all visual qualities in everything from design to architecture to furniture to automobile to fashion and so on.
We wanted to create materials that would not only tackle our competition, but also compete with the onslaught of sensory input we get every day. There is very little room to carve out a place in our experience. We all remember the best car, the best movie, the best computer, the best experience. And, we wanted to be in that league. When I think of the best computer, I think of Apple. When I think of the best car, I think of Audi (among others). Now, when most think of the best stock photo company (which in itself, is a major step forward that they are thinking of us at all), they think of Corbis.
The primary goal was to keep it smart, which we accomplished by breaking the perception of what a stock photo catalog should be by using the highest production values possible. This effort, along with many others, literally saved the company.
In terms of environmental responsibility, while the size of this document would contradict this position, it is in fact a considerable reduction in paper when compared to previous industry stock book catalog formats (the 9 x 12 inch-thick books). In addition, the quantity was reduced from more than 300,000 to 30,000.
This has a lot of nice elements. I would love to receive this. Although extravagant, it is appropriate.