This Los Angeles-based architectural firm specialized in restaurant chains, and when business got slow reached out for some direct mail help. This concept – an authentic blueprint rendering of a dinner place setting – was created by the firm’s draftsmen. I thought it would make a clever demonstration of Schneider Group’s specialty, especially when it arrived in a slick black tube. The idea worked. It got opened. It got talked about. It got Mr. Schneider and his team several new restaurant projects.