Kim Carpenter & Associates, Case Study

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Case Studies and Portfolio:
Leave-behind materials for GATX

Background:

GATX is the largest lessor of rail cars in the country. Leasing rail cars is a big financial commitment and a big commitment in terms of the way a company moves products and raw materials around the continent. GATX is a very impressive, innovative organization and they wanted a leave-behind piece that was an impressive as they are.

The approach:

We created a brochure that demonstrated that characteristics of GATX in a very tactile, interactive way. The concept of clean new railcars, for example, was illustrated by a smooth metal cover. A page of magnets with various rail car services illustrated the point that leases are extremely flexible and customers can design a lease with only the services they're interested in.

Kim Carpenter & Associates worked with DeLucia Leutwyler Design on this award-winning piece.

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The metal cover above was reminiscent of GATX's clean, new tank cars.

We used a variety of die cuts, pullouts, short folds and fold-overs to make reviewing this brochure an engaging experience.

A translucent red page asked readers "what's behind our 100 years of success?"

Lifting the red page (below) revealed the answer.

A page of magnets (below) was used to emphasize the point that GATX leases are very customizable: you chose the car types and services that you want to be part of your lease.

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