NIRI (National Investor Relations Institute) is a professional association of corporate officers and investor relations consultants responsible for communication among corporate management, shareholders, securities analysts and other financial community constituents. NIRI tapped Spire to design the invitation and event materials for their Annual Conference in New Orleans. The organization was having a challenge driving attendance to their event and wanted to create an invitation that would grab the attention of a busy audience. To illustrate the excitement of New Orleans, we designed an unusually shaped mailer, full of custom illustrations of the blues and musicians to create excitement around the event. The event was a huge success, and the organization has grown to become the largest professional investor relations association in the world.