Jackson, Wyoming – WRJ Design has won first place from the National Newspaper Association for a series of 2015 print advertisements with an unusual “less is more” approach. The campaign, created by Ed Riddell of Riddell & Riddell, ran in the Jackson Hole News & Guide and received First Place for “Best Single Ad Idea, black and white, daily and non-daily division, circ. less than 10,000” from the association. WRJ Design is renowned for interior designs that impart a sense of elegance, harmony and peace through subtly layered textures and muted color palettes inspired by the firm’s remarkably beautiful Jackson Hole setting. The deceptive simplicity of its interiors is reflected in the winning ad campaign, which focuses on a few well-chosen words rather than images.
“We are honored to receive the award,” says Rush Jenkins, CEO and founding partner of WRJ Design with CFO Klaus Baer. “We worked with Riddell & Riddell to create the opposite of what many design ads are—photos of rooms. We wanted to surprise with the unexpected while reflecting the WRJ interior design aesthetic through both the content of the quotes themselves, selected from design greats, and through the serenity of the minimalist white-space approach in an age of information and image overload.”
Each ad in the campaign features a single quote from a series of design notables including Charles Eames, Pablo Picasso and Le Corbusier, followed by a clever parenthetical personal comment on the words from WRJ Design. The sparse black words are surrounded by simple white space, inspiring the National Newspaper Association contest judges to write of the WRJ Design advertising campaign: “Clean, dynamic ad. Proof that ‘less is more!’ Upon seeing this ad, the consumer would have to be intrigued enough to call for a quote. That’s the newspaper’s job: get the reader interested.”
“A sense of discovery is an important part of our work, whether we’re designing an exhibition for a remarkable personal art collection for Sotheby’s, or designing a residential interior that unfolds in unexpected ways that draw you through the home,” says WRJ’s Baer. “We wanted our ads to create that same feeling of engagement and surprise.”
Ed Riddell of Riddell & Riddell was the creative director and designer for the advertising campaign. Riddell formerly owned award-winning Riddell Advertising with his wife, Lee. Since selling the agency he has devoted his time to his fine art photography—and is working with WRJ Design as Creative Director for their projects.
"We wanted to say something meaningful about the design process in our ads hence the quotes,” explains Riddell about the WRJ advertising campaign. “And we wanted people to see the ads and read them, hence the generous use of white space. But we also wanted people to know that while WRJ takes their design and their work seriously they aren't too stuffy and serious, hence the parenthetical lines. We also wanted people to remember the ads if they ever needed interior design services, hence we went with an entirely different approach than the typical interior design firm ads with pretty pictures."WRJ Design imparts the special harmony and serenity of its Teton setting to interior design projects in Jackson Hole and across the country. Started out of a passion for great design by Rush Jenkins and Klaus Baer, WRJ creates residential interiors that combine a sense of discovery with serene and timeless reflections of their owners. Their exhibition designs for titans of philanthropy, fashion, music and politics give insight into the lives of luminaries from Brooke Astor to Cher, the Kennedy family to Sir Jonathan Ive, Marc Newson and Bono for Sotheby’s (RED) auction that raised more than $26 million to fight AIDS in Africa. www.wrjdesign.com.