International Custom Products (ICP) is a company that specializes in the custom design and contract stitching services for a variety of markets, including aerospace and defense, custom manufacture, home décor and mailing systems.

As one of their recent business objectives, ICP was aiming to grow the aerospace and defense segment. Henderson Robb was asked to develop an idea that had the goal of helping ICP position themselves as a serious vendor in the UV Market.

Ideas presented needed to be clever and stylish, but the promotional offer could not be perceived as costing a lot of money, and there needed to be a direct mail component that contained some tangible representation of ICP considered worth keeping.