Grand Prize Winners | Poeme

Congratulations to Poeme, the Grand Prize winners of our Personalized Ordering System (POS) "Lunch Orders" contest! They cleverly use the POS to place their orders, then they upload customer-supplied artwork through William Arthur's Image Studio. This allows them absolute creative control as they typeset invitation suites. Designers themselves, owners Kristen Folzenlogen and Philip James use their own software to work on invitations that range from traditional to unexpected. The POS is easy to use and speeds up their proofing process.

Poeme paired letterpress invitations and reply cards with a Vera Wang kraft paper tag and baker's twine to create this suite using customer-supplied artwork uploaded through William Arthur's Image Studio.

“As designers, we enjoy working with brides to do custom work that tends toward the unconventional,” said Kristen and Phil. “These lines help us serve brides who lean towards elegant, timeless designs. We’re not sure if things are trending more traditional, or if just carrying these lines has brought us that business, but having William Arthur and Vera Wang offerings has helped us reach a larger demographic.”

Congratulations again, Poeme! To read more about Kristen, Phil and their business, click here.

Behind the Scenes | Advertising

This year, across all categories, Vera Wang’s ad campaign is inspired by the verdant beauty of the forest floor. Creating images for national bridal magazines such as Martha Stewart, Town & Country and Inside Weddings is always one of the most exciting and rewarding aspects of our jobs on the William Arthur Marketing Team. This concept was challenging, unexpected, and incredibly fun. We thought we’d share our process:

PREPARATION: After reviewing Vera Wang On Weddings, we determined which invitation suites would resonate with brides and complement the campaign’s natural environment: Gold Border, Calligraphic Crest on Pewter, Bridal Damask Pocket, Letterpress with Oversized Monogram, and Vintage with Banner were selected.

THE DAY OF: To simulate natural settings, we built three unique dioramas with varying depths, dimensions, textures, and features. Each invitation was then paired with an environment that flattered it’s format, size, and shape. We finessed each shot by removing or adding components, rotating items, and adjusting the camera angle. Each diorama was pruned and revised the throughout the day to create further variations in each scene.

The result: Five stunning, organic images that align with Vera Wang’s 2013 campaign.

Ad photography courtesy of www.verawang.com