Business Platinum Prospect Mailer

The Business Platinum team at American Express reached out to Jak for help with a mailer for the construction segment. This project provided me with the opportunity with the chance to explore unique folds and varnishes to provide an experience that catered more to the end user. The project began with creating four different fold mockups in Photoshop. We worked with the product and print production teams to determine how each option fit within the budget for the project, or if it could be adjusted for even more cost savings. Once the team chose the accordion fold option, I began creating the layouts of the outer envelope, letter, brochure, and terms & conditions.

The team decided to continue exploring two options, one that followed the BAU envelope structure and the other the trailing edge die-cut. We presented creative mockups with artwork in place, and also identified the location of special effects we wanted to use so the printers could gauge pricing.

We also continued to explore the idea of the zip-strip timeline reveal on the letter.

I worked closely with the product team to receive the content and the direction for the brochure. To create copy that was specific to the industry, I passed on notes about the features of the mailer and the desired tone to a copywriter. I worked with the team at Jak to determine what copy needed to be further tweaked, and then I began the layout of the various pieces of the mailer. The folding structure provided natural ways to break up and organize the content in a way that was easy for the receiver to digest. By utilizing icons, I was able to further drive home the subject of each segment. I enjoyed working with the print production team to learn about various effects that could be applied to the mailer to create a tactile experience. For this mailer, the outer envelope utilized a combination of grit varnish over the construction image and gloss varnish on the opposing side.

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