When it comes to printing skills, the craftspeople at Hodgins Engraving are magicians. Experts in fine printing techniques such as letterpress, die-cut, engraving and embossing, their website did no justice to that expertise and inspired no confidence in their considerable design aptitude. Their messages were getting lost and weren’t reaching the right audience. Hodgins turned to FIFTEEN to bring their industry back from the dead and target an audience we knew all too well: creative agencies.
What would we like to receive in the mail? In the midst of constant postcard-sized flyers, what would resonate with a creative director or print production manager? FIFTEEN quickly realized that the best way to display Hodgins strengths was not digital first, but with tangible objects you can hold in your hands. We decided to think inside the box—a coffin-shaped box, to be exact. We designed a ‘Print Is Dead’ casket containing a custom printed pint glass and coasters, each coaster beautifully printed using a different Hodgins capability. We then sent these fantastically unique items to the target audience that most directly requires such high-touch printing services.
The casket directed creative directors to the ‘Print Is Dead’ microsite, fully constructed by FIFTEEN. The sleek, boldly designed site extended the ironic theme playing on the perception of print as a dying medium and offered in-depth descriptions of Hodgins expertise. It proved Hodgins wasn’t some nostalgic carryover but a shop that wanted to push the boundaries of design forward, positioning Hodgins as prodigious in fusing old techniques with new technologies.
Today, Hodgins has been revived as a go-to vendor for high-end unique printing needs, regularly fielding calls from the very agencies where our coffin landed on their desk.