Valassis · Direct mail + print · Graphic Designer, 2017–20

Mail People Turn Over

Mail people turn over: name callouts, scratch-offs, punch-outs and offers built to be redeemed.

The mail, front and back

New Image Dentistry

Before: every price on both sides. After: one smile, real reviews and a QR code up front, offers on the back.

$22KRevenue growth from one redesigned dental ad.

Redesigned New Image Dentistry ad, front: one smile, reviews and a QR code

Redesigned New Image Dentistry ad, back: every offer laid out

Arby’s

Try Your Luck on the Back

A slot-machine front sends you to the back, where your name and a foil scratch-off are waiting. A second mailer adds a punch-out card good for a free drink.

Arby’s postcard front, Winner Winner Roast Beef Dinner slot machine

Arby’s postcard back: “Hey Vicki” name callout and foil scratch-off

Arby’s, the Second mailer

A punch-out card up front, good for a free drink with every sandwich. The back carries the name and a barcode.

Arby’s punch-out card back: “Vicki” name callout and barcode

L’Oréal Paris

Lapsed buyers got “Mary, we miss you” and $4 off. New prospects got $2 off.

L’Oréal Paris mailer back: the Age Perfect Cell Renewal lineup

The Fresh Market

Five households, five messages, one shared offer.

The Fresh Market postcard back: $10 off your next $50 purchase

Before / After / New Image Dentistry

New Image Dentistry

The Ad That Made $22K

The client asked for a refresh. The new ad trades a wall of prices for one smile, real reviews and a QR code, with the offers moved to the back.

Drag to compare the old ad with the redesign.

BeforeAfter

The idea

Challenge

15,000+ clients, from national brands to the local dentist. Every piece had seconds to earn a second look.

What I did

Production on variable-data postcards, print ads and display banners: name callouts, foil scratch-offs, punch-out cards and dealer templates.

Valassis / Arby’s postcard

Arby’s ‘Winner Winner Roast Beef Dinner’ postcard held in hand

BRP — Sea-Doo + Ski-Doo

BRP (Sea-Doo + Ski-Doo)

One Maker, Two Seasons

Summer Sea-Doo and winter Ski-Doo dealer mailers, each with an imprint block so the local dealer can send it under their own name.

Sea-Doo dealer mailer: What a sweet ride, GTI, Spark Trixx, RXT-X 300

Ski-Doo dealer mailer: That Ski-Doo feeling, Summit SP

More work

As a graphic designer at Valassis, my day-to-day was production: turning approved designs into print-ready files for national brands and local businesses.

Process

I built dynamic InDesign templates with Data Merge, where photos, art and names all pulled from data, so one template turned out many fully versioned mailers.

3 Day Suit Broker

Same Store, New Suit

The client asked for a refresh of its orange “Fall Into Savings” ad plus two new versions, built around $299 and $399 suit packages.

Print

Refresh

The Fresh Market

Five Shoppers, One Holiday

Five holiday postcards from one Data Merge template, split by shopper and by market, each with its own photo and name: families, new neighbors, hosts, catering. All five share a back with $10 off $50 and one-hour delivery.

Mailer

Raley’s / Nob Hill / Bel Air

Quality Time

The brief was to feature organic, pure-made products in a family-friendly recipe. There’s a print ad and display banners for Raley’s and its sister stores Nob Hill and Bel Air.

Print

Byrider

Zero Down, Then Come Back

Zero down on the front. On the back, each customer’s name and $5 off an oil change, merged in from the client’s data. There are two versions, and the family one carries the name and coupon barcode.

Mailer

Back: their name, plus $5 off an oil change.

L’Oréal Paris

Two Offers, One List

The Age Perfect Cell Renewal mailers split the list. Lapsed buyers got “we miss you” and $4 off, and new prospects got $2 off, with every name merged into the template. Display banners ran alongside.

Mailer