The Wallace Agency launches Root Cellar Press, creators of "well-considered paper goods" ROANOKE, VA (December 15, 2003) – Defying the notion that the most fashionable new items can only be found in specialty stores in large cities like New York, The Wallace Agency introduces Root Cellar Press, a new company devoted to the creation of “well-considered” paper goods that are designed to delight even the most finicky tastes. Created by people who could never find the right card, calendar or wrapping paper until they designed it themselves, Root Cellar Press offers paper goods “with an attitude.” First to roll off the presses is a series of holiday greeting cards that will be sent to clients, family and friends and be made available for purchase through the company’s web site. Not your typical holiday greeting Not exactly intended to give recipients a sense of the “warm fuzzies,” these holiday cards have a bit of an edge. In fact, each card has its own personality and contains many subtle (and sometimes not so subtle) references to the fun, frolic and occasional frivolity that only the holidays can bring. “We intentionally incorporated imagery and messaging that could be considered a bit unusual,” explains John Griessmayer, the agency’s creative director. “We really wanted to create something that would be different – something that would resonate with a diverse, yet discerning audience,” he says. The “roots” of Root Cellar Press At the heart of Root Cellar Press lies The Wallace Agency, an advertising design firm located in the historic Old Southwest section of Roanoke. While in the planning stages for some company reorganization, the idea for Root Cellar Press was born. “Over the years we have maintained a clear mission – to bring a sense of clean sophistication to our design work for clients,” says agency president, Katie Wallace Wetherington. “But we wanted to explore ways to bring ‘design that delights' to ourselves and others,” she says. Everyone at Wallace has a penchant for beautifully designed, impeccably printed paper goods – from cards, calendars and posters to beautiful packaging and interesting blank books. Combined with a love of putting their own ideas and ink on paper, it was almost a foregone conclusion that a line of the company’s own unique paper products was in order. Dare to be different While most people have heard the slogan “dare to be different,” only a few have actually followed that advice. Root Cellar Press however, plans to make it their mantra. “There is just so much sameness out there,” remarks Griessmayer. “Take Michael Graves line of kitchen gadgets at Target, for instance. They were unique when they hit store shelves, but now everyone has the same Michael Graves teapot. “With Root Cellar Press, we will strive to stay ahead of game and provide a place where people who are looking for something truly different will be able to find it.” Life on the other side of the river One of the myths that the company wants to help dispel is the opinion that “you can’t find things like this in Roanoke, you can only find them in bigger cities.” The staff at The Wallace Agency/Root Cellar Press believes it is a misconception of life here in Roanoke. “There seems to be this idea that you can’t find the ‘best of the best’ in a city like Roanoke,” says Wetherington. “Yet people come here all the time from bigger cities to live and work, bringing with them their talent and taste for finer things. Along with a demand for finer things comes new restaurants like Metro and Bistro M, new shops like Star City Dry Goods and even fine paper products like those from Root Cellar Press,” she concludes. In fact, many of the company’s own staff members have lived and worked in large metropolitan areas and have simply chosen to live in Roanoke for the quality of life it has to offer. “When I lived in New York City, we didn’t think anything existed on the west side of the Hudson River,” says account manager, Jeff Miller. “It was such a pleasure to find a city like Roanoke that combines the feel of a larger metropolitan area with the charm of a small Southern city,” he adds. Finer things to come… Root Cellar has just begun the process of developing what will eventually be a full line of fine paper products. As demand increases, so will the company’s product line. “Roanoke is working hard to attract a diverse population. From plans to build a new art museum/IMAX theatre to the efforts of organizations like Downtown Roanoke and the Art Project to turn downtown into a great place to live for young professionals and artists, it’s well on its way to ensuring that diversity. And with that comes a strong desire and appreciation for these types of products,” says Wetherington. To preview or purchase Root Cellar’s new collection of holiday cards, or for more information, please visit the company’s web site at www.thewallaceagency.com/rootcellar