The 2nd largest business credit card company in the U.S., came to us (at bfw adv) wanting direct mail that was innovative and that would give them a likeable brand personality. We first abandoned the 'ol-interest-rate-on-the-envelope schtick that they had resorted to in their past and gave them entertaining pieces instead. Microsites were also created to reinforce the campaign. Below is one sample of the many pieces I created along with Paul Amelchenko. We felt a somewhat humorous tone was needed to make the brand seem friendly, likable and human. Also to keep the brand competitive in the marketplace.
