February 08, 2018
In a recent staff meeting, one of the slides was titled, “What DO we do?” Although CBP is a decade+ old, the type of work we take on has continued to evolve over the years. Our focus in the early days was primarily wedding invitations. But now, it only counts for 50 percent of our revenue. So, I wanted to make sure that the entire staff understood what our company creates. And in doing so, it hit me. If there was a potential question internally about what we DO, there might be some confusion in the outside world. So, I present to you, the CBP infographic.
I named the company Cheree Berry Paper because it started out just as that, me (Cheree Berry) focusing on print design (paper). But the company has since grown to a team of 20+ – still concentrating on print design – servicing a client who wants a visual identity. Therefore, paper, although still the operative word, can be a tad confusing. Let me explain our company in four parts.
SOCIAL. The company was built on custom invitations, mainly for couples getting married. We dream up designs for lovebirds all across the country in the form of custom monograms, save the dates, invitations, menus, ceremony programs, etc. They look to us to create design assets that identify who they are as a single unit, not two individual people. We relish the relationships we make and we love generating designs for these happy folks during such an exciting time in their lives. We go on to design their baby announcements, holiday cards and party invites. Social stationery design is our foundation, our core, our numero uno.
RETAIL. Our retail line was created for a few reasons: The need for me to keep my own stationery drawer stocked at all times and as a way to stay nimble and relevant in an increasingly digital world.
In the olden days of CBP, I remember wanting to mail a card to a friend and thinking – (gasp!) I can’t possibly send another stationer’s card! So, I designed a thank you note, a birthday card, a just because card, and printed enough to box and sell. It was a very sporadic process. But over the last few years, we’ve partnered with other brands to be more strategic about this offering as well as grow a larger audience. And although we are truly Paper People, we understand there is very much a time and a place for electronic designs. For certain occasions (baby shower, bridal luncheon, summer solstice party, etc.), digital solutions may be best.
CORPORATE. Our social clients have jobs. Fun jobs, exciting jobs, unique jobs, BIG TIME jobs! So, it made sense that after working hard to win the hearts of our social clients with our designs and service, we started getting questions like, “Do you design business cards?” or “The annual gala invitation for my organization could really use an update. Do you do this?” “My company logo that my sister’s boyfriend designed for us for free five years ago is looking tired. Can you help?” And of course, our answer is yes! Because ultimately graphic design is our game even though stationery is our name.
COLLABORATIONS. Remember when We Are the World came out in the 80s and it blew everyone away? Cyndi Lauper, Stevie Wonder, Bruce Springsteen were all amazing artists on their own. But when they came together for that song and mission, they were a force. One of our favorite things to do is collaborate. Collaborate with like-minded brands or organizations that we admire for conceptual, short-lived projects that are in-the-moment and meaningful. Some of our favorites to date – an in-store installation at kate spade, the holiday decor at the White House (2016), a baby moccasin line for another women-owned company, and a holiday marketing partnership with Gap Factory.
For the sake of clarity and for the love of design, we hope this infographic helps explain what we DO, well, at least for right now. It will change shape and perhaps sprout new arms in the future. So we hope you’ll keep up with us and our ever-evolving company!