• Elixir Cables

    Packaging for Gore's Elixir guitar and bass line
  • Elixir Cables

    The packaging method was redefined and designed with new custom graphics.
  • Elixir Cables

    The client wanted to increase quality, while reducing packaging costs by 1/2, and succeeded.
  • Gore Tenara

    A small sampling of the printer proofs we used to refine the packaging designs.
  • Gore Tenara

    A few of the packaging options for the Elixir cable products.
  • Gore Tenara

    Part of an ad series for Tenara fabric.
  • Gore Tenara

    Arresting imagery and copy drew in the reader.
  • Gore Tenara

    "Lights brilliantly. Drapes beautifully. Lasts ultimately."
  • Gore Tenara

    Tenara fabric was used to construct a retractable roof, for the first time, over Wimbledon.
W.L. GORE When W.L. Gore & Associates needed to break through at retail for ELIXIR™ Cables, they hired Smithworks for a series of connector and cable packages. Uniquely, the design of the cable pack allows consumers to open and touch the product prior to purchase. The custom architecture of the box eliminates memory in the cable, delivering cleaner sound with minimal distortion. The striking package, adaptable for each length of the ELIXIR™ Cable line, eliminated the need for multiple box sizes, streamlined printing and production, secured the quality of the cable, while saving more than 50% per piece.

The ELIXIR™ project followed a series of ads, designed by Smithworks to promote GORE™ TENARA Architectural Fabric and Sewing Thread, to mark the beginning of a project relationship with the global manufacturer in 2006. Concepts from SWD demonstrated fabric as a building material and architectural element, sculpted into dramatic environments. A departure for Gore, the ads earned prime positioning within several trade publications, to high acclaim. The concept was later adapted for a new trade show booth.

Another assignment had SWD promoting the fact that the retractable roof over the legendary Centre Court at Wimbledon was being made of GORE™ TENARA® Architectural Fabric. A clear demonstration of a modern application for a traditional installation, the resulting ad ran in the RIBA Journal, the official publication of the Royal Institute of British Architects.