FAME designed an engaging suite of deliverables for AIGA Minnesota’s Design Camp 2013 that creatively connected attendees to the theme and experience of this 34-year-old event.

Palo Alto, California – “I was really impressed with the breadth of the deliverables and how all the pieces in the system worked so well together,” says Matt Cooke, creative director at Iron Creative Communication (San Francisco) and judge of PaperSpecs Gallery TAKE NOTE Award for Quarter Two 2014.

Cooke selected FAME (Minneapolis, Minnesota) as the winner for the suite of conference materials that the brand marketing agency designed for AIGA Minnesota’s Design Camp 2013. The pieces included an invitation, mailer that folded out into a poster, sketchbook, lanyard, guidebook, pencils, fabric patch, and badges.

Using the childhood experience of summer camp as its inspiration, FAME’s fresh iconography and charming copywriting style imbued the materials with all-out joy and fun. To engage the audience prior to the event, an interactive feature was incorporated into the poster. Guided by the clever line – “Go on, toast that marshmallow to a perfect Pantone 138.” ­– invitees scanned the Gather ’Round logo with their smartphones. This led to an augmented reality app that allowed the user to toast a virtual marshmallow to his or her desired PMS color. The app is complete with sound effects (hooting owl), moving graphics (the campfire logs rotate into a stick with a marshmallow on the end) and editorial comment on the color chosen (choose the burnt black and you’ll see a “Ah, you’re that guy.” message).

“Making technology whimsical is a difficult thing to do,” adds Cooke, “and this app design does it beautifully. But the design is successful thanks to all its impressive elements: the creative concept of bringing people together around a campfire, original iconography, striking two-color palette, copywriting with a distinct voice, cohesive blending of several different uncoated papers, and an effective mix of letterpress and offset printing.”