BXP - December 2017 - 58

A D V E R T O R I A L

What's the secret to working fast? Collaboration.
An interview with Tom Newmaster of FORCE pkg
Let's say you're a packaging designer and your client needs 1300 promotional sleeves delivered in three days-
and two of those days are over the weekend. That includes not only the file prep, but printing, spot varnishing,
scoring, cutting and assembling. On subjects like responsiveness and deadlines; what's required to take a
job from idea to on shelf, we sought the insights of Tom Newmaster of FORCE pkg. He knows a lot about
collaboration and speed to market...this is his story.
What does it take to pull a rabbit out of the
hat?

What trends are you seeing in the realm of
creating brand experience?

but in this case, that would have been too costly.

It helps to be a little crazy. To deliver on the 1300

Brand experience has become a buzz term, but I

and avoid adding pack-types or designing new

promotional sleeves, we had our estimate and

think we've devolved as practitioners into group

packages. The quality of the main packaging was

proposal submitted within a few hours. After several

think, particularly where millennials are concerned.

good. They basically needed some tweaks in their

suppliers stated they needed at least 3 weeks to

Every design project seems to have that specific

strategy, and the result was excellent.

complete the job or flat out refused to quote it, we

group mentioned in the brief. In all honesty, I'm

were awarded the project and began printing within

wondering if we're hitting the target or if we have this

ing, you missed a chance to make big money and

24-hours. Rule number one, if you want to collaborate

whole millennial thing wrong. Every generation is

perhaps win an award. I knew that doing the

with your client, you've got to be willing to pull a few

different, but I'm concerned that we're projecting our

right thing would build trust and open the door

all nighters, especially if they're in a jam. Our comp/

idealized expectations and beliefs onto them. With

to a brand redesign down the road.

prototype printer couldn't print fast enough, so we

some products, convenience is as attractive to them

offered to deliver 600 in 3 days and the balance 3 days

as it is to other generations, but how you serve it up

What fuels your work?

later. It's not even a project we would necessarily put

makes all the difference. For example, one leading

You must love what you do and have fun doing it. You

in our portfolio, but it resulted in something better-a

pizza brand created an emoji that serves as a virtual

can be inspired by the good and the bad. You have

relationship.

pizza-ordering assistant. Brilliant! Millennials can

to go into stores and look at packaging in its natural

order without talking to a human. But many retailers

habitat, the shelf.

So how do you go from doing a favor that
gets you in the door to building a long-term
relationship?

tried going the app route with no success. Unless

It helps to work face-to-face when you need to. FORCE
has put our money where our mouth is on that one.

may be a clue to a potential misstep. Just something

We actually have a mobile unit - on wheels - that is a

to think about!

Our recommendation was to eliminate SKUs

Some may be shaking their heads and think-

Just by observing and doing a bit of shopping,

the app solves a problem, like redeeming coupons,

you can learn a lot. Then turn it into something

millennials are not going to download it. Actually, my

that could result in a better consumer or brand

kids despise even being called millennials, so that

experience for your client.
Earlier this year, when I set out to do something different, I said, "I'm going to have fun
again." I knew what I wanted to do, and so far it's

fully equipped design studio. We call it the FORCE Mo-

What's most important to customers in this
current business climate?

working. At FORCE, we're building the power to

brewery, a cabin in the woods, a beach, a museum, or
even the client's parking lot. Everyone says they can do

It begins with addressing some key questions. What's

aging and design. We're creating a shared path to

it, but how many package designers actually do it on a

right for the brand and its target consumer? Does

great work.

regular basis? For us, it's at least once a week. I believe

your solution work in today's economy and with your

our commitment to collaboration is a differentiator,

current budget?

bil Unit, and it means we can work anywhere, a craft

even more so than creative. After all, if you pay enough

I've spent the bulk of my career solving

you can buy great creative. We've reached a point of

big problems with incremental fixes. Recently,

parity in that regard. But not everyone is willing to do

FORCE was asked to consult with a company on

what it takes to live where the client does and experi-

their brand positioning and packaging expenses.

ence their unique challenges.

Many would suggest a complete brand redesign,

influence how brand owners think about pack-

To learn more about FORCE pkg, visit
http://www.forcepkg.com


http://www.forcepkg.com

Table of Contents for the Digital Edition of BXP - December 2017

BXP - December 2017
Contents
Editor’s Letter
Marketing Trends to Watch
Top Brands of 2017
New York City
Cincinnati
Los Angeles
London
Chicago
Milan
Atlanta
Seattle
Ad Index
BXP - December 2017 - Intro
BXP - December 2017 - BXP - December 2017
BXP - December 2017 - Cover2
BXP - December 2017 - 1
BXP - December 2017 - Contents
BXP - December 2017 - 3
BXP - December 2017 - 4
BXP - December 2017 - 5
BXP - December 2017 - Editor’s Letter
BXP - December 2017 - 7
BXP - December 2017 - Marketing Trends to Watch
BXP - December 2017 - 9
BXP - December 2017 - 10
BXP - December 2017 - 11
BXP - December 2017 - 12
BXP - December 2017 - 13
BXP - December 2017 - 14
BXP - December 2017 - 15
BXP - December 2017 - 16
BXP - December 2017 - 17
BXP - December 2017 - 18
BXP - December 2017 - 19
BXP - December 2017 - 20
BXP - December 2017 - 21
BXP - December 2017 - 22
BXP - December 2017 - Top Brands of 2017
BXP - December 2017 - New York City
BXP - December 2017 - 25
BXP - December 2017 - 26
BXP - December 2017 - 27
BXP - December 2017 - 28
BXP - December 2017 - 29
BXP - December 2017 - 30
BXP - December 2017 - 31
BXP - December 2017 - 32
BXP - December 2017 - 33
BXP - December 2017 - 34
BXP - December 2017 - 35
BXP - December 2017 - 36
BXP - December 2017 - 37
BXP - December 2017 - 38
BXP - December 2017 - Cincinnati
BXP - December 2017 - 40
BXP - December 2017 - 41
BXP - December 2017 - 42
BXP - December 2017 - 43
BXP - December 2017 - 44
BXP - December 2017 - 45
BXP - December 2017 - 46
BXP - December 2017 - Los Angeles
BXP - December 2017 - 48
BXP - December 2017 - 49
BXP - December 2017 - 50
BXP - December 2017 - 51
BXP - December 2017 - 52
BXP - December 2017 - London
BXP - December 2017 - 54
BXP - December 2017 - 55
BXP - December 2017 - 56
BXP - December 2017 - 57
BXP - December 2017 - 58
BXP - December 2017 - 59
BXP - December 2017 - 60
BXP - December 2017 - Chicago
BXP - December 2017 - 62
BXP - December 2017 - 63
BXP - December 2017 - 64
BXP - December 2017 - Milan
BXP - December 2017 - 66
BXP - December 2017 - 67
BXP - December 2017 - 68
BXP - December 2017 - 69
BXP - December 2017 - 70
BXP - December 2017 - 71
BXP - December 2017 - Atlanta
BXP - December 2017 - 73
BXP - December 2017 - 74
BXP - December 2017 - Seattle
BXP - December 2017 - 76
BXP - December 2017 - 77
BXP - December 2017 - 78
BXP - December 2017 - 79
BXP - December 2017 - Ad Index
BXP - December 2017 - Cover3
BXP - December 2017 - Cover4
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