“Chimes of Indiana” Holiday Card (Prototype)

Two design concepts were presented to the president for his 2018 holiday greeting card. The first was an accordion-folded silent movie film reel printed on translucent vellum. The second and more elaborate concept was a pop-up card that played music when opened.

The card’s design was a realistic, top-down view of an EMI RE 321 portable open-reel tape recorder. This tape recorder was part of IU’s collection of vintage media devices being photographed for posterity as well as used for the digitization and preservation of audio, video, and film objects in IU’s collections through the Media Digitization and Preservation Initiative (MDPI).

MDPI was the theme. The card’s front was an overhead view of the tape recorder in its closed configuration. I added a real grosgrain bow and gift tag to mimic a holiday package. As the card was opened, the view changed to the inside of the EMI tape recorder, and a vellum reel of musical notes that converted to binary data popped out as the “Chimes of Indiana” played. The recording was sung by the IU All Campus Men’s Chorus (circa 1989).

The song choice was significant. Firstly, the “Chimes of Indiana” was written by IU’s own Hoagy Carmichael and remains a beloved part of IU tradition. Secondly, the audio track was preserved as part of the initiative. And thirdly, it was non-secularly festive for the holiday season.

The client loved this card concept, but ultimately had to pass. It was a budget-buster. I have a knack for such designs.