invite your customers in.

It’s as hard to build a reputation as repair one. When I started working for Label Art, we got things done quickly, but didn’t stand out from the pack in any other way. Steadily, over the 16 years I worked there, I added like-minded people to the Catalog Prepress team, and we upped our quality significantly without detracting speed. Some of our customers were willing to settle for the fast-food equivalent of labels, but I didn’t want our name on it unless it was the best.

As technology improved, our range of label options also improved. That presented the sales team with a frustrating problem: how do we get the word out there beyond just the catalog? How do we let our customers know that our improving quality was now available on a wider range of products?

They decided on one-on-one interaction. Customers were invited to Label Art Boot Camp. They walked through our processes, met our people, and spent the day in our charming old New England mill building—with the latest in technology at it’s center.

Here are a few of the products I designed to go with our theme.