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.