Touchdown Strategies reached out to me in 2020 to design a direct mail campaign for a client of theirs running for North Carolina Senate. I’ll be honest: I find most direct mail pieces atrociously designed. Even though I didn’t know much about the candidate, I’m from North Carolina, and I wanted to show how direct mail campaigns can be simultaneously beautiful, on brand, and effective. This campaign encompassed 11 mail pieces and corresponding digital ads. I found the campaign brand assets to be fairly basic, so I built out a more robust identity architecture in order to effectively communicate, especially when considering print specifications and delivering negative messaging.

My Role:

Narrative Development, Visual Identity, Identity Architecture, Brand Guidelines, Art Direction, Publications, Environments, Merchandise