Crista Cunningham: Variable Data Direct Mailer

Direct Mail

7"x5" 4 color over 4 color, with .125" bleeds and .25" margins

This is my Variable Data Direct Mail assignment. This is a design project that we will be teaming up with a Variable Data class to produce the mailer. Our requirements were to create a design that can be changed slightly using the variables provided in our Excel database according to our target audience.

The purpose for this piece is to promote a motorcycle dealership to a specific target audience.

The target audience would be Males and Females, ages 35+, with an income of $40,000 or more.

The Call to Action is to invite the potential customer to the store to purchase a motorcycle.

Thumbnails

Rough - Front

Rough - Back

In my design, the shell included a full color image of a cruiser that would be geared towards older individuals who would more prefer to purchase a more comfortable bike, as opposed to a street bike that would be targeted towards a younger demographic. I wanted to have a humorous phrase on the front to help draw more attention to the mailer and the information it provides. Knowing that most direct mail is glanced at for a split second and then tossed in the trash, I wanted something that would be eye catching and draw the viewer in. My variable for the front of the mailer are the words, LIPSTICK and EGO. The word LIPSTICK will be printed on the mailers that will be addressed to the females in my database, and the word EGO will print for the males in the database.

The "Cowasocki" logo was created to avoid copyright issues with the actual Kawasaki motorcycle company. I purchased a cow silhouette from istockphoto.com and drew socks on it's feet in Illustrator creating the "Cow-a-sock-i" logo.

On the back of the mailer, my variables were the full color images on the back. On the female version, the image on the back is a tube of lipstick that of course matches the bike to add to the humor of the phrase on the front. The male version includes a picture of a tough looking biker guy to compliment the "ego" phrase on the front. I chose a red background for the pictures and the text to help it stand out more. The red

When submitting this file to the Variable Data class, we will includ the packaged file in InDesign with the variables in parenthesis, all links that belong to each variable, the Excel file that has the names, addresses and the information that will be plugged into the design when printed, word document that gives specific directions about the file and how it should be printed, and a pdf of the mailer with information plugged into for use as a proof or hard copy.

I definately enjoyed this project. It helped remind me that with each different type of project we do, there will be some limitations affecting our design and that it is a good practice to learn what those limitations are before you start your design, so no extra time is wasted.

"Red Bike, Lipstick, Biker and Cow" images were purchased from istockphoto.com. I have permission to use these images.

"Cunningham Cowasocki" logo was created by Crista Cunningham

"Green Socks" created by Crista Cunningham