All Press Releases for February 25, 2005


New York-based Heller Communications' design concept for catering client Creative Edge Parties' new website has earned notice as a "hot link" by online publication, HOW Magazi

    / - NEW YORK, NY - February 25, 2005 - Heller Communications has won its client's website, Creative Edge Parties, notice as one of HOW Magazine's Hot Links ( The site is the latest addition to the advertising and branding campaign Heller has designed for this premiere New York City catering company. The overall signature found in the print ads, the new website, and moving signage, is derived from nature's most perfect shape: the egg and its natural progression - the chicken.

"The notion of an egg representing a catering company seemed perfect, considering its prevalence as an ingredient in so many foods," says agency principal Cheryl Heller. "Combine that with the egg's creative simplicity and the concept was hatched," she adds, tongue in cheek. "In this case, the chicken followed the egg, but not any old chicken would do...we wanted our chickens to symbolize what we see as the beauty our client creates. Only Fancy Chickens would do."

The site takes a humorous, yet significant look at pointing out the fundamental features of eggs and their role in food. For example, one egg in the carton cleverly explains that the 100 folds in a French chef's hat represent the 100 ways a classically trained chef should be able to cook eggs. An added attraction is the site's audio track, which features the sounds of hens pecking. Ironically, this mimics perfectly the noises a chef makes when chopping eggs. Todd Vanderlin is the site's designer and Karina Hadida served as art director for the print portion of the launch.

The print ads, which began rolling out last fall in Hamptons Magazine, Cottage and Garden, and trade publication Biz Bash, will repeat this spring. The moving signage can be found rolling around New York City as giant Fancy Chickens on the sides of Creative Edge Parties' catering vans and trucks.

Heller Communications
A strategic branding and creative company, Heller Communications is comprised of a core group of partners and associates with experience across the entire range of marketing strategy, design, and advertising. The company offers a diversity of disciplines and senior level attention to each client, ensuring continual integration of thinking and execution strategies that produce innovative solutions. Combining best practices of traditional advertising agencies and design firms into a streamlined organization, the agency works in all industries, all mediums, and all technologies. Heller Communications,, is headquartered in New York.

Creative Edge Parties
Since 1987, Creative Edge Parties' extensive experience, superior production values, and exceptional food have made it the premiere catering company in New York City. The ability to coordinate and produce a prestigious event for 1,200 with the same sophistication and attention to detail as for a small private dinner for 15, is what continues to set them apart. Creative Edge Parties,, is located in Greenwich Village, New York.

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Contact Information

Judith King
Heller Communications
North Hollywood, CA
Voice: 818-985-7186
E-Mail: Email Us Here