Case Studies

The Recording Academy 2013 Grammy Awards Invitation

grammy-invite

Challenge

The Recording Academy has been celebrating music through the GRAMMY Awards for more than 50 years. The GRAMMYs honor artistic achievement, technical proficiency and overall excellence in the recording industry. The Recording Academy asked IE to create an invitation to the 55th Annual GRAMMY Awards (2013) and requested that the design live up to the level of creativity and craftsmanship of the artists that are being honored.

Strategy

The official artwork of the 55th Annual GRAMMY Awards invitation depicts the iconic Grammy image composed with half-inch studio recording tape, which speaks to the history of recorded music and celebrates recording excellence. IE interwove these design elements representing the tradition and timelessness of the Grammy Awards throughout the mailer’s design. At each stage of interaction with the invite, IE strove to connect the recipient to the soul of the GRAMMYs.

Results

The clean design developed by IE featuring an actual piece of recording tape that prompts the recipient to pull out the invitation from its sleeve. It was well received by The Recording Academy and its invited guests. The design received praises for its seemingly effortless integration of art and function.

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