4by6 Custom Postcards print high-quality direct mail and marketing collateral. In 2001 the company had two objectives; to market more effectively to graphic designers and to increase production efficiency.

The project began with research which determined that their target market of professional graphic designers would actually prefer having more control over the production workflow.

Existing software was customized to become the Proofing Tool, a small drag-and-drop application which designers download from the company's website. The tool checks a designer’s files for errors before uploading them to the website where a proof is automatically generated.


Designers must approve the proof to put their job in production. This not only involves them in the process, giving them more responsibility over the finished results, it reduces the need for production staff at 4by6.com.


NAMING
With the technology solution in place, the company needed an identity that would support it's new position as a tool for designers. As the company was to become a strictly online entity, the company name was reduced to simply 4by6.com.

The tagline “The Online Postcard Printing System” defines the company as a web-based application with a specific purpose. The word mark itself–a redrawn version of the utilitarian Helvetica typeface–further reinforces the positioning as an enabling tool for graphic designers.


IDENTITY DESIGN
Research quickly dictated that the logo for 4by6.com should define and depict “4by6”, the dimensions of the company’s core postcard product. The final logo is derived from exploration of this 4x6 grid. The six primary and secondary colors used in the logo represent the six stages of the 4by6.com online system and are utilized throughout the web site as a wayfinding device.



WEBSITE DESIGN
The 4by6.com website was redesigned as a step-by-step application with the Proofing Tool at it's heart. The six steps are color-coded to help customers quickly grasp where they are in the process.

MARKETING
The new brand and website were launched with a marketing campaign to position 4by6.com as a tool at the center of the graphic design community. The 'Gallery' campaign showcased thirty-six pieces of art created by the designers that use the site. The artwork appeared in magazines, newspapers and an extensive direct mail campaign.

RESULTS
Sales have increased by 30% since the launch of the new 4by6.com.
The company directly attributes this to acceptance of their brand and the success of The Online Postcard Printing System.

Three years later, Manmade continues to produce all marketing collateral and support material for the company. This has included a comprehensive product sample kit, an online help tool and a successful direct marketing campaign.

View all Projects for 4by6.com