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DIRECT MAIL

Overview

Direct mail is a format where every design decision has a job to do. The hierarchy, the reply device, the way the ask lands on the page. It either moves someone to act or it doesn't. I've been the sole designer on FH Canada's direct mail campaigns since 2021, responsible for every piece from concept to press-ready files. I work alongside a copywriter and contribute to messaging direction, but the creative is mine start to finish. Two campaigns define this work.

Direct mail is a format where every design decision has a job to do. The hierarchy, the reply device, the way the ask lands on the page. It either moves someone to act or it doesn't. I've been the sole designer on FH Canada's direct mail campaigns since 2021, responsible for every piece from concept to press-ready files. I work alongside a copywriter and contribute to messaging direction, but the creative is mine start to finish. Two campaigns define this work.

Client

Food for the Hungry Canada

Industry

Nonprofit

Year

232021 to Present'

FEEDING FAMILIES

Feeding Families is FH Canada's flagship annual appeal. It lands in the homes of thousands of Canadian donors every spring with a single ask: fill a family food basket.

The creative challenge isn't reinvention. It's keeping a proven format emotionally resonant and visually fresh year after year while staying true to an established brand and the direct response principles that make the campaign work. Every year I design the full package, the carrier, the letter, the reply device, and supporting buckslips, then extend the campaign into email and digital ads.

In FY24 the campaign raised $229,702 against a $217,000 goal. Direct mail drove $159,519 of that revenue. I've designed every iteration of this campaign since joining FH Canada in 2021.

Art directed an outdoor photoshoot in Ireland's breathtaking landscapes for a modern clothing company. Combining natural elegance with stylish simplicity, I led the creative vision to showcase refined, high-end apparel amidst rolling hills, rugged coastlines, and misty skies. The campaign's ethereal imagery and emotive storytelling captured the essence of effortless, modern luxury.

Conclusion

By capturing the essence of Ireland's rugged beauty and refined elegance, the campaign successfully communicated the brand's commitment to luxury and sophistication, resonating with high-end audiences and driving business growth. This campaign solidified thier position as a leading luxury lifestyle brand.