Print Case Study

Introduction
In 2024, US Foods was going to start having their chefs cook shrimp for the Harbor Banks brand at prospecting events. The marketing team wanted the chefs to have a sizing guide to show the customer the sizing of raw vs cooked shrimp that they could put the shrimp directly on and utilize at all the events throughout the year.

Setup
The creative team was told we had complete creative freedom over the size of the poster, but were given the parameters by the printer (Supply Logic) that it had to be a max width of 17in and the height could really be anything because the paper we chose came in a long roll.

When we got the list of shrimp sizes from the marketing team, there were close to 40 different sizes listed. We had to regroup and informed marketing that was far too many sizes and it would be best to stick to industry standard sizes that were also available to photograph. We landed with 10 sizes. The poster was initially sized at 11" x 17" as a tri-fold. I laid out some stock images of shrimp as placeholders until the in-house photographer was able to shoot the Harbor Banks shrimp.

Challenge
Once the images were taken and passed along to me, I laid them out and used the ruler that was photographed near the shrimp to scale it to size. I quickly realized that the poster size would need to enlarge. It grew to 14" x 17" and became a bi-fold. After a review, the marketing team requested additional information to be added to the poster and we had to reformat the size again to compensate for the added information - since the shrimp image sizes could not be modified and remain true to size.

Solution
The final size of the poster changed again to be a 17" x 17" bi-fold.

Results
We

Shown here are final-size images, I unfortunately don't have access to the concepting imagery.