A direct mail teaser to promote the launch of Cash Management Essentials – a new bundle treasury management solution for small business owners to simplify transactions. We wanted to convey that this service would streamline everyday tasks therefore enabling the user to focus more on their business.

 

I came up with the concept of using the camera viewfinder as a metaphor for focus. The dicut sleeve and minimal black and silver metallic foil details delineate the body of a sleek digital camera. Printed on the acetate window is the word “focus”, through which you see a David Hockney inspired collage of a street view of manhattan. The layers and multiple exposures evoke feelings of chaos– alluding to the numerous obligations that come with being a small business owner.

 

By the power button you’re prompted to remove the insert which reveals the business offerings as well as a the secondary surprise pay-off of the headline in the viewfinder. The idea of simplicity and focus are heightened through the juxtaposition of the clean typography and minimal copy and the initial distracting visual.

 

The piece is delivered in an aluminized vacuum sealed bag to resemble the packaging of an electronic device.