Press kits
Why the story a journalist tells depends on the box you send
A press kit is opened by someone who receives forty of them a month. There are perhaps twenty seconds between the box being opened and a decision being made, and everything in that window is design: the reveal, the object, the line that explains why this matters now.
The kits that get coverage are not the most expensive ones. They are the ones that hand the journalist a story that is already half written, with the assets to run it.
Designed as a reveal, not a container
The opening sequence is choreographed. What is seen first frames everything after it, so the kit leads with the product or the idea, never with the padding.
The object itself earns the photograph. Kits get shot for social by the people who receive them, and a kit designed with that second audience in mind doubles its reach before a word is published.
And it stays on the desk. A kit that converts into something worth keeping goes on shelves and into the background of studio photos, which is more media placement than most campaigns buy.
Written for the deadline, not the archive
The enclosed materials give the story angle, the facts and the quotes in the order a writer needs them, short enough to be used on the day the kit lands.
Digital follows physical: every asset in the box exists in a link that is in the box too, in the formats a picture desk asks for, so running the story costs the journalist nothing.
How DUTCH DESIGN AGENCY approaches press kits
We start from the news moment. A kit exists to carry one announcement, and the announcement decides the object, the scale and the tone: a launch kit and an anniversary kit should not feel like siblings.
We design the kit inside the brand's identity system so the object is recognisably yours before the lid is off, and we prototype the opening sequence physically, because the reveal is judged in hands, not in renders.
We produce it with the brand's own suppliers where they exist and with ours where they do not, and we build the asset link, the press release and the distribution list into the same delivery.
Why work with DUTCH DESIGN AGENCY?
We design press kits as part of the campaign, not after it, so the kit lands in the same week the media plan needs it to and says the same thing the campaign does.
And we design for the second audience: the unboxing that ends up on a story or a feed reaches more people than the coverage does, and it is entirely designable.
Twenty seconds to a story
Coverage is decided in the moment of opening. A kit designed for that moment turns media outreach from asking for attention into handing over a story.
Let's design the kit that gets opened twice.
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