LiftMaster provides dealer and distributor seasonal discounts and promotions in order to increase sales. These are two cover options for the August-September issue.
Upshot Agency
2016
The piece is a multi-page promotional booklet. Printed to an 8-1/2 x 11 finished size and saddle stitched. The cover concept had to speak to summertime and provide a motivational emphasis to get dealer and distributers to buy more product by leveraging the offers and make more sales. The design had to use royalty free stock photography and individual product shots to create a concept.
The first cover is a fishing concept that was very fun to work with. There are a lot of various ways to speak about landing more deals, catching bigger fish and other analogies. I created a product lock up of single product images and then added shadows and highlights in order to match the stock fishing gear photo. I had to remove a large hat that was originally on the left side of the image, and extend the wooden board wall.
In the second version, I focused on the summer Olympics. As we thought that it would make a great sales tie in. The difficulty is that LiftMaster is not a sponsor of these games, and therefore we cannot use the Olympic logo. Finding a large stadium filled with a crowd was also a challenge, and the focus needed to remain on the product rather than the events in the background. The stadium image was a great visual but needed work. They do not like when any part of the image uses reds, because they want to reserve it for their product. The track was red as well as the stands. I changed the track color to blue and the stands to green. Originally the turf in the foreground was gray, so I changed it to green and extended it to create a visual base for the product lockup.
Indesign, Photoshop