In 2014, I had the pleasure of being one of four people on the direct mail team at Naked Lime Marketing in Houston, Texas. My job there was primarily to design direct mail templates which would then be advertised to our clients (car dealers around the country). I would come up with or be assigned a theme, then create a design based on that theme and apply it across several different sizes/types of direct mail pieces. I often created a logotype and some copy for the templates as well.
These are some of the templates I designed, as well as a couple of custom jobs for a dealer I often worked with.
"Picture Yourself" Direct Mail Template Design
This design was created for a mid-winter release, and rather than go with a seasonal theme, I decided to go for a loud and happy color palette. My thinking was that January and February are when people are ready to be DONE with winter, and a pop of color and excitement would be welcome in the gloomy weather. Its use of bold colors and "friendly" typefaces also convey the idea that shopping for a car should be a fun, tailored experience and that this car dealer will make it just that.
Custom Trifold Mailer Design for Dealer
At Naked Lime there were some clients who never bought any of the template packages, and instead requested a theme of their own invention. This dealer requested a trifold with a "Wanted Poster" theme. Using a combination of photography, textures, and slab serif typeface, along with a logo and color palette from Ram and Motor Trend Truck of the Year, I was able to create a piece that spoke to the brand as well as the dealer's request for a "Wanted" theme.
Custom Letter (Standard & Bifold) Design for Dealer
Here is another example of some custom work for a specific client. These pieces (all letters—a standard sized and two bifold ones) were part of a sales campaign this dealer was running for the 2015 Chrysler 200. In the first pieces, I drew from Chrysler's blue color palette and clean, geometric typography used in their ads for the 200 for brand cohesiveness. In the third piece of this campaign, the dealer insisted on using a new color palette. I decided on orange, since it is complementary to the blue used in previous pieces and contrasts nicely with the blue in the dealer-provided pictures.
"Get a Grip on Service" Direct Mail Template Design
In addition to vehicle sales campaigns, I also designed a lot of templates for advertising service specials. For this piece, I created a bit of nostalgia through the use of retro-style icons (stock images with varying levels of tweaking by me) and used a red, blue, and beige color palette for an Americana feel. The "Get a Grip" logomark I created provides a fun and memorable slogan for the campaign.
"Sweet Christmas" Direct Mail Template Design
This piece was a collaboration between myself and a coworker. Laura created the basic gingerbread house shape with the snow and sky, and I added in the candy (some stock art), and the "inside" of the gingerbread house, as well as all of the layout and typography. I love when two people can work together on a project and make it into one cohesive design.
"Winterize" Direct Mail Template Design
This template was to remind our clients' customers that their cars require a little extra attention during the cold and wet months of winter. I designed it such that the logotype I created was the main emphasis of each piece. The one-word imperative to "winterize" their cars conveys the message quickly and emphatically.
I love the process of designing a logo for someone. I get to know all about their business or organization through the use of a client questionnaire, and then proceed through the design process, bringing the client in at pre-arranged marker points, further refining and fine-tuning at each step along the way.
This logo was created for a small coffee shop and roasting company with a fun, energetic and nostalgic personality and a "hip Americana" feel. The rocket ship hearkens to the days of the space race and all the energy associated with the era, while also illustrating the "lift" of caffeine we all enjoy while drinking a cup of coffee.
The PolkaDotted Platypus
I designed this logo for a small business that creates hand made clothing items, accessories, and other goods for young children and their mothers. The whimsical, handcrafted lettering illustrates the unique and handcrafted aspects of The PolkaDotted Platypus, and the soft, rounded features of the silhouette imply gentleness and friendliness. The overall strong shapes and lines indicate durable craftsmanship.
This logo was created for a Pacific Northwest photographer who specializes in underwater photography. The octopus tentacle in the logo represents his skill in nature photography and the adventures he's had with these creatures in his work. The view finder marks on the periphery of the logo represent his ability to "focus in" on the right shot, and the dark red illustrates an energy that maintains seriousness and maturity.
Dan's Pipes is a business owned by a young man who creates beautiful artisan tobacco pipes. The logo I created for him reflects both the simplicity of his more traditional pieces, and the whimsical quality of his more unique designs. It was also designed to be used in simplified form as a craftsman's mark, if he chose.
I created this quirky little bird is a visual pun for the word Chewink. The brush in her beak indicates the creative personality of the brand, and furthers the pun by the suggestion of ink. The bird looks straight into the eyes of the viewer, indicating the ability of Chewink to be intuitive and perceptive.
Dan's Pipes — Logo and Brochure
This project was for a client who hand carves beautiful wooden pipes. The project was to provide him with a logo, and with a catalog/book about his products and process.