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YFC International is a global youth missions organization operating in over a hundred nations. For their biannual staff conference they needed a portable backdrop for the stage they'd be setting up half-way around the world. It would take as its theme their newly drafted mission statement. Beho!d answered the call with a set of five nine-foot banners; the first banner identifies YFC and each of the others communicates one of the four principles goals of its mission. The banners are bright and full of youthful hope and vigor, while capturing in metaphors the more subtle and intangible aspects of their spiritual mission. YFC was exceedingly pleased with the results.
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International Arts Movement had a clever idea. Abbreviated as "IAM", they wanted to introduce themselves with a creative campaign: "I am IAM". Beho!d gave form to this concept with a trifold brochure featuring an assortment of creative types who embodied the spirit of IAM, "to engage the culture that is and create the world that ought to be". The excellent portraits by Wayne Adams provided a human face to this movement of ideals.
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Ron Kelsey is a sergeant in the U.S. Army who moonlights as an artist. He is leading a partnership with International Arts Movement to encourage redemptive art within the military. To kick it off, Ron organized an art show in Fort Drum, NY and asked Beho!d to create posters, invites, Web ads, the program, and an informational brochure. Because of the affiliation with International Arts Movement, the design needed to echo IAM's own branding without being mistaken for it. Beho!d tied into the painterly style we previously created for IAM while employing a color shift that made it distinctly its own.
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For this fourth rendition of YFCAMP's annual mailing, Beho!d employed a watercolor palette, each of the brochure's six panels delineated by streaks of paint, allowing wiggle room for the printer's scores and folds. Along with the swoosh that stretches the full length, this approach successfully ensured that the piece cohered throughout. Each year I've asked YFCAMP if they want to start from scratch, but they are in love with the autumnal palette, and the challenge has been to create something fresh but consistent each season. You can also view 2007 and 2008 to see if I've succeeded.
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Project Serve is a short term missions agency that helps young people love and serve alongside indigenous ministries around the world. Each year they advertise their trips with a mailing of 15,000 pieces, the cornerstone of their promotional efforts. Beho!d was tagged to create an eye-catching brochure to maximize leads and drive them to the Project Serve website, which Beho!d also designed and developed in tandem. For the cover, we distilled Project Serve's definitive tagline — "to love is to serve" — to its essence, an emphatic: "Love, Serve". The brochure was tied together throughout with a gritty set of paper textures which also served to provide a strong structure for layout.
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