Welcome back to the latest edition of "the ENGINE" for April 2004, brought to you from the creative studio of Mueller Design Interactive. This update will keep you informed about the company and showcase some of our most recently completed work.

Getting a chance to work with a company like Gallo is very exciting for us at Mueller Design Interactive. No, we didn't get free samples. What we did get was creative freedom to develop provocative collateral campaigns for two of their brands, Rancho Zabaco and McWilliams.

This fiery, full-bodied zinfandel now has strong collateral to convey its intensity. An oversized booklet brimming with lush, deep red imagery takes viewers on a journey that answers the question "what is big & bold?" A custom-designed, red velvet slipcase that beckons to be touched brings the richness of the experience to life.

With its roots firmly planted in Australia, the McWilliams family of wines was the perfect candidate for adventurous collateral with a cheeky sense of humor. From an outer sleeve map that features Australia on TOP of the world, to an embossed "travel journal" interior, Mueller Design Interactive created an entertaining travel experience that invites viewers to indulge their inner adventurer.

How do you create a strong emotional connection between enterprise software and consumers? For MAXAMINE, we answered that question with targeted collateral that borrows from surreal Belgian artist René Magritte. The cover of the brochure features an orange suspended in mid air, accompanied by the statement "this is not an orange". The point is that you never really know what you have until you peel back the layers and look inside. This is exactly what MAXAMINE's solutions provide its users. Multiple versions of the brochure were developed to communicate benefits to specific target markets.

Crackers are crackers right? Sure, but a little targeted packaging design can elevate one brand over another. Such was our challenge with Chelsea Market Baskets. Clean, modern design with a bright and flavorful color palette brings these crackers alive on the shelf. Now Chelsea Market Baskets crackers look as good as they taste. Finally, balance in the wafer universe.

Hands On Bay Area is a new nonprofit organization formed by the merger of Community Impact and Hands On San Francisco. Positioning them as the leader in their industry requires an identity that resonates with a wide range of people. The brand we developed brings a sense of strength, community and accessibility to their materials and has given Hands On Bay Area a strong foundation to build on.

Interested in becoming a volunteer with Hands On Bay Area? click here

Mdi slides into its newly renovated home and we are a happy bunch. Our 2nd floor sanctuary is a unique escape into creative nirvana. Giant windows, warm colors, a dedicated conference room (where Todd devours 3 meals a day), kitchenette and plenty of personality make this studio just what we were looking for. Intrigued? Want to take a look? Feel like mixing and mingling with our staff, clients and friends? You and your guests are invited to our Open House May 6th from 5:30 to 7:30. Join us for drinks, home cooked morsels and live grooves provided by DF TRAM. For information, directions and to RSVP click the button below.

This year's Hands On San Francisco Day campaign is in full swing. Our creative team put together a bright and humorous lifestyle package that targets a specific demographic and challenges San Franciscans to step into someone else's shoes for a day. This intriguing prospect along with the opportunity to make a difference should help pull record participation to the event this year. If you're in the Bay Area, Keep your eye out for the big yellow posters, and check the next engine for a full run down of the campaign.

After a successful brand development project, Mdi is discussing a number of other ideas with enterprise software company MAXAMINE to further build their brand. What have we got cooking? We're throwing some serious shrimp on the barbie, so tuck in a napkin and check the next edition of the ENGINE.

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