Product Update Kit

My Role: Concept; creative direction; budgeting; messaging; copywriting; production; resource management.

Notes: Once you find a solution that works, you tend to stick with it. This style of custom folder was just that solution for Siemens. The mid-size direct mailings that we did two or three times a year lent themselves perfectly to this design.

We created the die and artwork from scratch in order to accommodate all of the pieces that needed to be included in the mailing. One unique aspect of this particular mailing was that we were launching two products simultaneously. Previously, some of our customers complained that we overwhelmed them with too much information, and we were concerned that the problem would be compounded with the release of two products.

This folder contained three pockets that allowed us to clearly separate all of the information into intuitive sections. The left pocket contained product A info, the right pocket product B info, and the center pocket contained general information about the mailing. As you opened the folder, you revealed the different sections.

One thing about this piece that can't be fully appreciated without holding a physical sample is the spot varnish technique that it utilized. If you look closely, you'll notice the stream of "1"s and "0"s (binary data) flowing just above the writing pad.

For those who aren't familiar with this process, it involves adding an additional plate to the traditional Cyan, Magenta, Yellow, and Black printing process. You overprint on top of the colors with a glossy or dull varnish to accent your chosen elements. It's very effective when you're holding a sample since the varnish becomes more and less evident as you move the page.

There were no real tracking tools used for this piece since it didn't include a special offer. This type of direct mail piece was the main opportunity for manufacturers in the industry to put product information in front of audiologists. The folder was shipped in a standard padded envelope.