The Problem:
AA Platinum wanted to redesign their direct mail package that had been previously designed by an outside agency. They approached our internal agency with a desire to completely redesign the package in a hope that it would create a boost in customer response rates.
The Solution:
I took the existing package from the agency and determined what wasn’t working. The early package had minimal images and was focusing much heavier on the offer to sell the credit card. I used color and imagery to attract customers. One of the obstacles you have to overcome with any direct mail is simply getting people to open the envelop and read it. I used imagery that was both mysterious and evoked and emotional response, along with pops of the AA Platinum red, which evokes its own reaction.
The Results:
Citi market research testing showed a 17% increase in response rates. This was one of AA Platinum’s most successful campaigns.
The Problem:
Citi requested a poster promoting a variety of different sponsored events throughout New York City over the summer. These events were all different but each needed their own emphasis. This poster needed to be eye-popping and attractive at a distance.
The Solution:
I created a lively illustration based poster that showcased the various events against a NYC backdrop.
The Results:
Citi upper management was extremely pleased with this poster. The entire summer promotion was a success, driving customer engagement.
