top left to right: Marian Banjes, Jessica Hische, Aaron Draplin, Karin Fong
bottom left to right: Steven Heller, Chip Kidd, Morag Myerscough
The Association of Registered Graphic Designers (RGD) engaged Purpose/Built to help them design a program in order to incentivize members to complete their 2016 Creative Earners survey.
This survey is an excellent resource for Canadian creatives, so RGD wanted to be sure that they elicited as many responses as possible to enrich the data and provide the most accurate information to their community.
Representing over 3800 design practitioners, RGD tirelessly advocates for the value and importance of graphic design as a profession.
Bi-annually, RGD deploys the Creative Earners Survey, in an attempt to gain a deeper understanding of their members and provide an accurate economic profile of the field. The results of the survey are made freely available and can be accessed through a simple sign-up process.
Since creatives from all across Canada are asked to participate, it was important to create an incentive that was easy to distribute yet appealing and entertaining enough to impact one’s decision to respond.
Simple, yet effective; we designed a series of paper toys using famous designers as the subjects. Produced for digital distribution, these downloads were easy to print and could be cut and constructed with minimal effort.
We began researching and producing a papercraft structure for the toys and fashioned a mockup of Chip Kidd, as our proof of concept. RGD approved the idea on the spot and leveraged their extensive network to obtain approvals from Chip Kidd, along with six other influential designers.
We conducted exhaustive research, using a combination of online photos and videos to inform our illustrations as we worked to capture the essence of each character, perfectly. Once approved, each paper toy was released on a weekly schedule and utilized in online advertising as well as featured in Applied Arts and Design Edge magazines. In the final push for submissions, we also created desktop wallpapers as a bonus giveaway.
In addition, as a thank-you for the use of their likeness, we produced special edition paper toys with custom backgrounds and gift boxes to distribute to the featured designers.
RGD saw the highest participation rate with their survey since inception. They also garnered a lot of media attention through user-generated content from people who posted about their newly-acquired toys, including several of the featured designers who took photos alongside their paper carbon copies.