BIG AChievements IN A SMALL AMOUNT OF TIME
JUST IMAGINE WHAT I CAN ACCOMPLISH +
Since my time in the field, I have worked for two national direct mail printers, Lehigh Direct and RR Donnelley, located in Chicago, Illinois. While the first one was a great learning experience, I do not have work for show since I was rebuilding the basics with existing client artwork. However, my most recent job has gained quite the collection. Below you can review the company rebrand I initiated, along with an integrated marketing plan consisting of direct mail, packaging, and e-mail marketing touch points all produced in under ten months. All it took was one laptop, a headful of ideas, knees deep in research, and a great group of coworkers who provided valuable feedback and support along the way.
REBRANDING LEHIGH DIRECT
Lehigh Direct was seeking a complete rebrand in the Winter of 2013. In January, the new logo, as shown to the left, was developed with the intent of providing a fresh modern approach to the company while retaining particular historical aspects that made Lehigh Direct the unique, boutique style firm it was accustomed to. Thereafter came a complete collateral rebrand compiled of stationary, digital development, and marketing efforts that carried out stylistic attributes to make it one unified trademark of the direct mail industry.
LEHIGH DIRECT DIGITAL PLATFORMS
While website and social media extensions are a part of the rebranding process, this bad boy needed a space of its own! Within a week of finalizing Lehigh Direct's new logo, I began to go head first into redesigning their existing website. In a little over one month, the entire concept for the site was generated, designed, and programmed for live viewing.
collective e-mail library
A gallery filled with campaign specific e-mail designs that were produced as follow-up touch points for each direct mail piece that was mailed to prospect clients. A standard format with contact information and brand initiatives are consistently repeated throughout the designs. Each one individually provides visual characteristics similar to each mailer, presented by different design layouts, along with photographic images of the direct mail piece that was delivered right to their door.
THE POWER OF THE PROCARD
The title speaks for itself. Lehigh Direct is the original innovator of the ProCard, a small credit card like coupon, which hit high numbers on customer response ratings in the retail industry. This piece, designed to carry out a corporate aesthetic with Lehigh Direct's rebranding efforts, targets businesses on the advantages of the ProCard. It also highlights many of its capabilities combined with customer loyalty incentives, database building, and variable four-color imaging.
spot uv sample packet - In progress
This was an in-progress project consisting of six, four page format mailers that individually highlighted a spot UV capability at Lehigh Direct. Each direct mail piece was designed to attract attention to holiday and seasonal promotions where marketers would be inspired to apply the special effect. The initial design keeps a cohesive element on the front cover of each piece to package the materials as a sample set rather then six individual marketing pieces.
LEHIGH DIRECT CREATIVE CONSULTATION
Lehigh Direct wanted to offer marketers with an offer unlike any other in the direct mail industry. A free, creative consultation was the target of this campaign, focusing on the client services we can offer to businesses seeking marketing assistance. The idea of creating a custom die-cut golden ticket created a playful representation of the offer, connecting viewers with the concept of a free admission to the show. The piece demonstrates many of our printing capabilities from foiling and custom die-cutting to variable imaging and special soft touch UV coating.
minilog booklet mailer - in progress
This in-progress project was a promotional mailer to convert marketers in the catalog industry. It provided an immense amount of real estate to sell the minilog booklet format, as well as the capabilities and services offered by Lehigh Direct. This packaged piece offered an array of marketing tactics and would later serve as a showcase piece to represent Lehigh Direct at the 2014 Direct Marketing Association Annual Conference in San Diego, California this fall.
LETTER FROM LEHIGH DIRECT
This is an all-in-one package targeted towards the effort of converting businesses who use the #10 conventional envelope in their direct mail campaigns. The design introduces the viewer with an engaging spot-UV coating, proceeded by a personalized letter from Lehigh Direct and a special insert discussing all of the advantages of converting to a efficient, inline alternative. Two versions were produced, one as a letter from the COO discussing the highlights of the company and another, from the Director of Marketing, refreshing recipients of Lehigh Direct's marketing efforts over the last six months.
LEHIGH BRANDED SAMPLE BOX
This was a problem-solving marketing effort, taking existing test samples and producing a campaign that introduces a new, inline capability in conjunction with Lehigh Direct's new branding efforts. The custom, screen printed box was produced along with an insert identifying the samples that proceeded it. The original samples were cut down into four, individual cards, labeled with contact and technique identification on the back, and wafer sealed for an engaging mail package to potential prospects.
SPRING INTO 2014 WITH LEHIGH DIRECT
The VP of Manufacturing wanted to create a color wheel of flower petals to showcase the spectrum of inline foiling available at Lehigh Direct. From there, I developed the idea of a 'Spring into 2014' campaign to tie together the floral idea with the blossoming of Lehigh Direct's new rebranding efforts. Overall, the piece gives a compare and contrast of ink vs. foil petals while highlighting Lehigh Direct's new corporate identity, digital platforms, customer service, and creative department services.
LEHIGH DIRECT ART GALLERY
The Lehigh Direct Art Gallery is a creative showcase of LEHI-FI Definition, also known as hexachrome printing. The design was simply a visual display of the dynamic six color process on a inline press. The imagery included a large array of subject matter targeting marketings, including but not limited to, automotive, retail, and consumer packaged goods.
AUGMENTED REALITY TEST
This was a special request made by one of Lehigh Directs's sales representatives in efforts of combining direct mail with a up and coming digital application called augmented reality. A company called SeeMore stationed out of Columbus, OH was the producers of the application. The piece was designed to demonstrate how to introduce the app to consumers through step-by-step instructions on how to download, use, and integrate the app into their online shopping efforts.
LEHIGH DIRECT SUMMER PROMOTION
A unique approach to branded marketing is fun, nic-nacks that leave a lasting impression with a potential client in their time of need. As summer approached, the theme of volleyball came to mind. After several months of marketing efforts, the statement 'The Ball Is In Your Court' became a perfect tie to the campaign, addressing a metaphorical connection to the prospect's decision to take the initiative and allow Lehigh Direct to assist them with their next, direct mail marketing campaign.