Monday, August 24, 2009

Grow experience

Our new, talented friends at Grow Interactive from Norfolk, Virginia really understand the importance of creating an experience. I'll explain...

I became acquainted with Grow's work at this year's AIGA Grade Awards where they won a bunch of awards. After weeks of emails, Drew Ungvarsky (Owner/Creative Director) and I finally met-up at a local coffee shop in Richmond. We had a good time talking.

About a week later, I received an email from him. It was a nice note explaining how he had a good time getting together, and at the bottom of the email was a link for a free Grow shirt. Cool.

So, I clicked the link, and it took me to a personalized page where I could choose from about 10 different shirts. Each shirt was modeled by one of Grow's people who also created an interactive experience with a marker and clear screen. See for yourself.

A day or two after I ordered my shirt, it arrived. It wasn't just thrown into a FedEx box with a business card. They packaged it in a nice box with beautiful paper, quality stock envelop and letter and of course, a kick ass shirt.

Branding an experience is all about the details. The little details. The ones most people forget or ignore. In this case, the focal piece of the gift is the shirt. But, the experience of the entire package is far more valuable in creating a perception about Grow. The shirt will eventually wear-out, get lost or fall victim to my 2 year old's magic marker (hopefully not). But the experience is permanently burned into my brain. Thanks again, Drew.

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