ForMor International – A Case Study

Cardio Cocktail Launch Booklet

This booklet launched the flagship product of nutritional supplement company ForMor International. The company was betting big on this product, a liquid rich in nutrients that would be quickly absorbed into the bloodstream for maximum effectiveness. The ingredient list read like a list of superfoods, but most importantly, is utilized the Nobel Prize winning research linking the amino acid l-Arginine to cardiovascular health. Thus the name of the product. As a premium product, the booklet had to look upscale: clean and vibrant images sprawling across the pages. The cover featured only two elements: the product and the title. The eye is drawn immediately to the product, glowing amber in sunlight. The lighting and reflections form a bright background, effectively creating a vast field of “white space” around the product. Photography throughout the book used natural light to illuminate the product, and the reflection on the frosted glass to make a striking image. I employed dark shadows against the brilliant natural lighting to give some images and added sense of drama. I had to instill a need for the product in the customers’ mind and establish the science used in its formulation. I created a “ticker tape” of the ingredients across the

ForMor Distributor Kit

Distributor Kit for ForMor International. The kit was comprised of four booklets with hundreds of pages of information, held by a folding box and a covering sleeve. I designed every aspect of the kit: booklets, boxes and all. The booklets each book had a specific color theme, and the vivid geometry along the side margins of the cover continued on every page. No matter what edge of the book was viewed, the theme color could be clearly seen. The outer sleeve of the kit had to be designed as a three-dimensional object on a two-dimensional plane. In the gallery bellow, the sleeve is shown as it came off the press, uncut and unfolded. The white lines along the perimeter are where the cuts would be made, the blue line show the folds. Full color designs require a degree of engineering to arrived at a satisfactory finished product. The inner box of the kit box required a great deal of planning. When folded and closed, the image covered the front and back of the box, but it was designed to open like a book. When opened, each side had deep pockets containing the books of the kit. The pockets curved inward,

ForMor Product Guide

This project remains the most complex publishing piece I have ever designed and laid out. Photography, indexing, design from cover to cover, I created every element in it — including the logo. It has been almost 20 years since I built this book, and I think it stands the test of time.

ForMor Signage

My working relationship with ForMor, International, was a long and productive one. It isn’t often that you have the opportunity to rebrand a company from top to bottom. As a nutritional supplement manufacturer and distributor, this created numerous challenges and opportunities to learn, such as FDA requirements on labeling and packaging.

As this client held and attended shows and conferences around the world, they required an array of enduring and eye-grabbing signage, from posters to massive 128 square foot, full-color displays.

I’ve included a few of my favorites here.