Scope: Magazine Subscription Direct Mail, North America
Mission: Create engaging, multi-panel direct mail piece to promote an alternative magazine's outspoken editorial perspectives. Create a compeling call to action and an easy-to-use, response mechanism to generate new subscriptions.
Key Insight: It has been said about magazine subscription marketing that "copy sells the product" and "design sells the copy." Be that as it may, this direct mail piece conveyed the "visual vocabulary" of urgency, challenge and resolve, portraying an emerging publication as a knowledge-map for staying informed in a rapidly changing world. Using mixed typography to interweave message threads at different levels throughout the piece, the new subscriber was invited to explore lively, life-affirming topics developed in depth with rare editorial insight and comprehension cover-to-cover.