background Catalyst is an innovative new search tool from Getty Images that helps you search by suggesting different words to express an idea.

brief Design a piece of direct-mail that promotes Catalyst to creative professionals.

solution Using, ‘Catalyst helps you find your lost words’, as the insight, I designed the direct mail package, consisting of a 'Catalyst pen' and short booklet. Each page of the interactive booklet contains one of six different photos that seemingly have no connection with each other.

It’s not until you use the included ‘Catalyst Pen’, which uses the same ink as ‘Magic Markers’ or ‘Spy Pens’, that you realize that each image is linked to the previous by building upon the same keywords. The pen’s ink reacts to the ink in the booklet to reveal the previously invisible descriptive keywords, hence, you are finding lost words.

Everything is packaged in a box that presents keywords conveying the qualities of the Catalyst search engine. The result is a unique interactive experience that is fun, memorable, and stands out from the competition.

awards This design was a winning entry of the YCN Awards 2008, has been exhibited at the YCN Live! exhibition and is featured in the upcoming Annual YCN Awards book (08/09).