How to Ensure Even Small Projects Reap Sizable Rewards

By Electric Pen
January 8, 2020

Fruit and Snacks

Every Monday afternoon, a cheerful man appears at Electric Pen with a large paper bag filled with organic fruit. This week, he brought us pale green apples that, when sliced open, were bright pink. They are called pearl apples, and the man described them as having hints of raspberry. We were intrigued.

The bearer of this deliciousness is Tom O’Connor, owner of Market Fresh Fruit, an organic fruit delivery service for local businesses. Tom visits farms and orchardists across Washington, curating, and selecting fruit that he will later deliver to companies throughout Seattle. 

But we knew Tom before our fruit deliveries began. Last year, Tom approached Electric Pen with a simple ask: to revamp his visual sales piece to highlight cost modules and complementary in-office tastings. Tom envisioned a two-sided leave-behind that was transportable and manageable from a size perspective. Most importantly, it would communicate benefits to prospects and clients, in terms of healthy eating and wellness, that his previous piece did not address.

At Electric Pen, we start every assignment—large or small—with a project objective. Beginning a project is akin to gearing up before trekking through the wilderness. The first thing you need to do is orient yourself with a goal (as you would a compass and map) to make the journey more navigable and secure. Aligning to a purpose will always increase the chance of success.

When we talk about the project objective, we are not referring to a company’s high-level vision statement, which guides and aspires but may not be achieved. A project objective is a lower-level statement, relayed directly to the team doing the work, and details the desired result in tangible deliverables. It is specific, measurable, attainable, and timely. The clearer the project objective, the more likely it will be fulfilled

We defined our objective for Market Fresh Fruit as Develop, in three weeks, a pragmatic sales tool to drive engagement and offer solutions for office managers and executive assistants tasked with ordering snacks for 10-300 employees. Our answer: An 5×7 inch photo-rich bifold with an easy-to-read format outlining different packages and pricing. It contains Market Fresh Fruit’s key selling points, informs how to set up a tasting, and displays images of seasonal fruit, raspberry-apples included. The piece fits in Tom’s shirt pocket and has become his go-to sales tool for both spontaneous encounters and formal meetings. He calls it a business card with horsepower

Regardless of the depth of work or its intended deliverable, a concise objective will enable even the smallest of projects to reap sizable impact and rewards.

January 7, 2020


It’s likely your digital presentation is now your number one communication tool.

To WOW your audience and incite action, you must show your best work. A customized presentation can make your information clear and concise while holding the interest of those who may have other distractions. If you need a simple deck (12 pages or less), we can build or up-level one. We’ll use images, a striking color palette, stylish typography, and design elements to create something that people will remember.

A postcard mailer needs to align with the design of your website, social media, and other marketing materials.

Your customers should be able to look at it and immediately recognize your business, and not confuse it with another similar one. We will design your custom postcard mailer to complement your brand so that recipients can quickly identify your business and keep your company and offer top of mind.

Do you need help reinventing your social media presence to move forward and stay relevant in this new business landscape?

We’ll perform a social media audit to see what’s working for you and what can be improved upon. We will create graphics to unify your look across three platforms, including cover and profile images, aligning your social media with your overall brand. A cohesive look enables people to quickly identify your business and keep you top of mind.

If you are spending time to craft and send out emails to your customers, let’s make it worth it!

While your content is certainly valuable, without a strong email design, it simply won’t be read. The design element is what allows your customers to navigate the content the way you intend, catch their attention, and entice them to keep reading. We will build your email template to enhance your message and readability with a professional, responsive design compatible with all mobile devices and many email platforms.