Apple

Apple IIe Mailer

To promote its IIe model in late 1983, this direct mail package was sent to businesses located near Apple retailers. The offer is a free booklet, "Personal Computers in Business" and a tax break on the purchase, if made before the end of the year.

The graphics use a desktop calendar with hand-written notes on the individual pages, which tie the elements together and enhance the limited time aspect of the offer.

Apple IIe Brochure

The brochure "Will someone please tell me what an Apple IIe can do?" is especially appropriate, since the personal computer was almost unknown at the time, and outlines the many benefits of the Apple IIe.

The design makes effective use of photography and call-outs to highlight the many benefits of the IIe.

Apple Lisa Mailer

This mail package promotes the Apple Lisa. Mailed during the holiday season to residences located near Apple retailers, it promotes the Lisa as a gift for the family. The offer is a free booklet, "A Personal Guide to Personal Computers" and a credit line for the purchase.

The graphics take advantage of the holidays to create a unique and memorable image through the use of color and the bow on the Apple credit card.

Apple Lisa Brochure

This brochure takes the same approach as the IIe brochure, explaining what a Lisa can do, including bundled software, icons, and a mouse.

In addition to the effective use of photography and call-outs, because Lisa was one of the first personal computers to have a graphical user interface, screen shots were incorporated to show the software in use.

Ballet West

Business Alliance Mailer

To expand their fundraising efforts, Ballet West created the Business Alliance. This mailer offers four tickets to the annual performance of the Nutcracker and other benefits for a contribution of $250. It was sent to professionals in the Salt Lake City area.

Business Alliance Brochure

This brochure, mailed as part of the business alliance package, outlines Ballet West's many contributions to the community as well as the benefits of contributing to its support.

The design incorporates several visual elements, as well as testimonials from prominent local business executives, to communicate the elegance of the ballet and its cultural and economic importance to the community.

California Council for
International Trade

CCIT Brochure

CCIT has been an advocate for sound international trade policy in California for more than four decades. This brochure highlights their contributions and goals and was included in mail campaigns.

The graphics, which are carried through on other pieces in the campaign, were designed to invoke a positive, upbeat, "California" feel as well as to clearly communicate the group's message.

CCIT Fact Sheet

The fact sheet is an abbreviated version of the brochure, for use at trade shows, speaking engagements, and other events.

Forum Mailer

This self-mailer, promoting the seventh annual Trade Policy Forum, was mailed to business leaders throughout California.

Equis Metastock

What The Leader Does
For An Encore Ad

At the time, MetaStock was the world's best-selling technical analysis software. This two page ad uses the idea of the curtain call, complete with wood stage floor and roses, to introduce version 4.0.

Encore Collateral Brochure

Continuing the encore theme, this brochure was used in mailers and at trade shows and other events to introduce version 4.0.

Real Time Trader Brochure

This brochure was used to promote MetaStock real time trading. The extensive use of screen shots and other graphics illustrates the many features and benefits of the software.

ProDoc

Product Brochure

ProDoc is a document assembly software program for attorneys. The product brochure covers the many features and benefits of the software. Since most of the areas of law for which ProDoc provides documents are state-specific, this brochure is accompanied by a state brochure which lists the features available for that state, as well as a list of the available forms.

The company's target audience is small law firms, so overall brand image is clean and professional, but not so sophisticated that it would put off potential customers.

State-specific Brochure

This brochure carries through with the brand image and provides additional information specific to each state, as well as a list of available documents.

Profitable Practice Ad

Attorneys spend as much as 40% of their time creating legal documents. ProDoc's principle selling argument is that greater office efficiency increases productivity and, consequently, profits.

This ad makes that case simply and elegantly, while maintaining the overall brand image with a clean, simple design.

Profitable Practice Trade Show Display

ProDoc's presence in the legal community was enhanced by attending legal trade shows and Continuing Legal Education programs. This floor-standing display was used for these events and incorporates the graphics used in the ad campaign.

"Thanks ProDoc" Ad

The "Thanks ProDoc" campaign was developed to keep the advertising fresh, support the brand, and introduce attorneys to the primary benefits of using ProDoc in a compelling way.

Each ad in the series promotes a different benefit and uses a testimonial concept to introduce and explain it. As with the other advertising and marketing materials, a clean, simple design is used to support the brand image.

"Thanks ProDoc" Ad

This ad is the second in the series and carries through the theme, while introducing a new benefit.

Cartoon Ad

A more humorous approach was employed with this series of ads based on a graphic, illustrative, comic book style. While it's a departure from ProDoc's typical approach, the clean look and use of color and type support the overall brand. The series focuses on time savings for attorneys.

Each ad was paired with a postcard which mailed during the month in which the ad was run.

Cartoon Ad

The second ad continues the theme with a different graphic.

Cartoon Ad

The third ad continues the theme with a different graphic and a humorous, romantic twist.

ProForm

Product Catalog

A well-known manufacturer of exercise equipment, ProForm marketed extensively. This catalog showcases their main products and was used as a follow-up piece in response to requests for more information from their print and mail campaigns.

The graphic theme effectively uses photography to show the equipment in use and is carried through in the ads and direct mail.

Personal Trainer Ad

This example of ProForm's print advertising promotes their Cross Trainer and uses a free video and brochure as the offer.

It's representative of a variety of ads produced for different exercise equipment, which all incorporate similar design and images in support of the ProForm brand.

Tony Little One-on-One Trainer Mailer

In partnership with ProForm, Tony Little promoted a treadmill and personal training video combination. The graphics for this package are substantially different from other ProForm projects to create a unique image for the product and differentiate the Tony Little line.

The mailer was sent in response to a request for more information generated by the Video Trainer infomercial.

Tony Little One-on-One Trainer Brochure

As part of the mailer package, the brochure carries through the graphic theme and promotes the advantages of having Tony as a personal trainer for the workouts through an effective use of text, photography, and callouts.

Wells Fargo

Hong Kong Trade Ad

In partnership with HSBC, Wells Fargo created The Trade Bank to develop international trade relationships. This ad targets companies doing business in Hong Kong.

The graphics in all the projects for Wells Fargo are strongly influenced by their comprehensive branding and marketing programs and use photography to help communicate the essence of each message.

Hong Kong Trade Ad

This ad promotes the local roots of The Trade Bank in Hong Kong, as well as its ability to assist in navigating the "local waters."

Treasury Solutions Ad

Targeting the oil and gas industry, this ad promotes the benefits of Wells Fargo's Treasury Solutions program, as well as the extensive industry experience of one of the managers.

Commodity Products Ad

Promoting Wells Fargo's Commodity Products Group, this ad also targets the oil and gas industry.

Commercial Electronic Office Ad

This ad for the Wells Fargo Energy Group promotes the benefits of their Commercial Electronic Office to oil and gas businesses.

Foreign Exchange Puzzle
Dimensional Mailer

This mailer promotes Wells Fargo's capabilities in developing foreign exchange programs for business. It includes a small jigsaw puzzle showing different currencies an was designed as a lead generation mailer.

It also shows that a substantially different visual approach can be used and still adhere to branding standards and support the corporate image.

Foreign Currency Wires Postcard

To promote their Foreign Exchange service to companies doing business internationally, this postcard enumerates the benefits of foreign exchange wires to both the companies and their customers.

As with the Puzzle mailer, the montage on the front of the postcard, creates an interesting and compelling image, while working within corporate standards.

WordPerfect

Main Street Kids Ad

Promoting WordPerfect's computer programs for children, this ad ran in in-flight magazines to remind traveling parents to pick up something for their children. The offer is a savings of from $3 to $10 on individual games or $38 on all three.

The headline and prominent placement of Wallobee Jack effectively communicate the "be a hero to your kids" message.

Student Essentials for Mac Mailer

To promote WordPerfect to students using Macintosh computers, this mailer offers six programs for $99.

The graphics are designed to be eye-catching and interesting, at the same time enhancing the message and offer.

WordPerfect 6.0 Introduction Dimensional Mailer

To introduce WordPerfect 6.0, two mailers were developed using the theme of earth and sky to promote the idea of solidly grounded research and development supporting and encouraging soaring innovation. This mailer was sent to the general public.

WordPerfect 6.0 Introduction Dimensional Mailer

This second mailer carries through the graphics, but is larger and was sent to a smaller target group selected by WordPerfect executives.

WordPerfect 6.0 for UNIX Introduction Mailer

WordPerfect also developed version 6.0 for the UNIX platform. This mailer announces special upgrade and trade-up pricing.

Using the sun image, the graphics communicate the power of the new software compared to previous versions - and other word processing programs - in much the same way that the earth/sky theme of the other 6.0 mailers communicates the creation of an extraordinary product from humble beginnings.

WordPerfect 6.0 for UNIX Introduction Brochure

Included in the mailer package, the brochure carries through the sun theme and enumerates the benefits of version 6.0.

Warranty Ad

To encourage users to register their software, this humorous ad was developed. It offers six months of free telephone support, along with other benefits, for users who register.

The image shows what usually happens to warranty cards, as the headline and text reminds readers that it happens to all of us, but it's never too late to change and register.

World Vision

High Value Donor Brochure

This brochure was created to present high value donors with a comprehensive overview of World Vision's activities in order to encourage continued support.

The cover and center spread are in full color, while the rest of the pages are printed in two colors. Compelling duotone photographs from World Vision's extensive library are used to illustrate their contributions around the world, communicating their message of hope.

Xerox Computers

Take a Closer Look Mailer

Xerox Computers used this mailer to invite prospects to "take a closer look" at all benefits of doing business with Xerox, including substantial discounts and credits.

The illustrations create an informal feel for the mailer and effectively differentiate it from the majority of business computer-related communications.