Challenge: Design a Welcome Mailer as a vehicle to provide a member with their new card and details of how the program works. The goals were a warm, inviting feel, along with updating the piece to match current store and program brand identity.
Design: A trifold, die cut format was used to encourage the reader to view the entire piece. The curved design at the top of the mailer displays all three program colors yellow, green and blue when closed, and signals to the member there is more information inside. The colors are from the face and gussets of the store bag. When the brochure is opened to the left, the member's plastic card is still visible. The die cut allowed an edge of blue to show through the opening, to showcase the card. Program information is visible, encouraging the member to further read about card use.
The outside of the envelope was wrapped in the yellow quilt of the Hallmark bag. This color visibility, along with the card logo creates cohesiveness with the entire loyalty program and stores.
The flyer shows the card in use at a store and highlights a bonus point offer.
Welcome Mailer Brochure, Insert and Envelope
Welcome Mailer Interior with Attached Member Card
The Welcome Mailer interior further explains the program and how points are awarded. The yellow quilt pattern creates an inviting background while maintaining a connection to the program, other collateral, and stores. Information was simplified from previous welcome mailer to make it more pertinent to the member and friendly to read. The blue and green colors are used for text headings and subheadings.
Welcome Mailer Interior
The welcome mailer included a flyer with a specific bonus offer to drive the new member to the store and use the card. The imagery chosen was a store setting, with use of the card displayed. The bag on the counter is filled with product, and very careful placement made sure that the bonus offer did not designate any particular season, nor any product that could be unavailable.
Welcome Mailer Bonus Point Insert
Software
Design: Adobe InDesign
Die Cut: Adobe Illustrator
Photography
Hallmark Studios
Team
Art Direction / Graphic Design: Julie W
Account Services
Production
Operations
Information Technology