I was contacted by a Harper Collins representative (Crescent Hill Books) earlier in the year to discuss having one of our design projects featured in one of their design books called Market Smart, which of course delighted me to be included.

Their website states:

Market Smart features excellent Design Examples Created Specifically for these Target Markets:
Kids (M/F 3-8)
Tweens Young Adults (M/F 25-30′s)
Baby Boomers

This book will focus on market segmentation, and how best to reach specific demographics. It will feature the best designs created precisely for these four audiences.

And the winning set of designs that made it into the book (Page 151!)

Mums on Call was one of our end to end brand design projects, starting with logo design and then moving onto stationery, an illustration and then the use of that illustration by us in their marketing literature and web site design.

Mums on Call have also already achieved some notoriety of their own when they caught the eye of a journalist for Junior Magazine.

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Book Description

More than 500 age, gender, and lifestyle specific designs from around the world. Learn how top designers target the tastes and trends of their clients to market their products specifically for them. Sorted by consumer groups with the most purchasing power, Market Smart reveals how to target kids, parents, tweens and teens, sports enthusiasts, Generations X & Y, foodies, and baby boomers by exploring all elements of marketing design from print and multimedia advertisements to catch phrases, mascots, logos, product packaging, retail environments, and promotions.

Most graphic design books focus on what designers are creating – logos, brochures, product packaging, etc. Market Smart has a fresh perspective by focusing instead on who they are creating for. Effective age, gender, and lifestyle specific designs from around the world are featured. Readers learn how designers use the tastes, trends, and backgrounds of consumers to market their products specifically for them.

Chapters are divided by both demographics and psychographics. Demographic chapters include introductions by successful designers, marketers, and industry leaders. A complete index is also included.