SMITH & JONES Receives Two American Graphic Design Awards

SMITH & JONES has been chosen as the recipient of two American Graphic Design Awards by Graphic Design USA. Campaigns supporting Birra Moretti, a specialty beer owned and imported by Heineken, NA and the Northeast Back Institute, a regional healthcare facility specializing in spinal repair and recovery were chosen for their excellence in communication and graphic design.

“We are quite honored by these awards and are thrilled that our talent continues to be recognized for the work we do on behalf of our clients,” said Mark Shipley, chief thinker for SMITH & JONES. “With Graphic Design USA entering its 44th year, this competition is among the most prestigious of all design competitions. It is also among the most selective, too. According to Graphic Design USA, only 10 percent of the thousands of entries submitted were honored this year.”

The Birra Moretti campaign features several well-known Italian works of art, which were given a makeover to include the prestige beer. These included the Mona Lisa, Michelangelo’s David, Vitruvian Man, and the Leaning Tower of Pisa. The campaign created an unprecedented demand for over 6,000 on-premise marketing kits, which is up from 350 in 2005.

The Northeast Back Institute’s “Get Back To Living” campaign highlights the Institute’s full service program that showcases treatment options to traditional back surgery. SMITH & JONES created a distinct look for the campaign to engage the reader and interest him or her in learning more about the Institute’s services. The campaign visuals depict a skier carving out a “backbone” on the side of a mountain and a couple leaving a “backbone” path as they walk on a beach. These images serve as an allegory for the spine and personify activities an individual is able to enjoy while communicating the organization’s main thrust – care within 72 hours to get you back to your favorite activities.

SMITH & JONES is a brand consultancy that specializes in moving brands upmarket and develops identity programs that position brands at a premium and marketing campaigns that inspire brand advocacy. We work within the active outdoor, food and beverage and upscale categories to help them tell their story to a more selective and harder to reach consumer. For more information, contact SMITH & JONES at www.smithandjones.com or e-mail iwanttobeheard@smithandjones.com.

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