26th June 2006

Creatives earn their keep from promoting their clients’ brands. However, to win clients and get ahead in the industry, a design company must ensure that it promotes itself effectively too. Digital Arts spoke to >large Creative Director, Lars Hemming Jorgesen about how >large raises its profile.

Large took a daring approach to its brochure, in a bid to make potential clients laugh. “Other companies talk about mission, vision, and values. Large says: ‘Your life stinks’,” says Lars Hemming Jorgensen, creative director at Large Design.

“We tried to put ourselves in the position of our potential customers. If they are looking for new agency it’s probably because of pressure from the board, their current agency under performing, or they need to go in a new direction.”
Large’s brochure is full of tongue-in-cheek abuse – from criticizing the reader’s performance in bed to his or her appearance.  

The premise is that the stress of dealing with creative agencies is affecting the potential client’s quality of life, and Large promises to fix such worries.

“The brochure has multiple functions,” says Jorgensen. “It’s worked poorly as a door opener. However, it has done wonders as an icebreaker and is great to leave behind after a meeting.”