I was tasked to design and produce a membership pack that could be mailed out to a camper who had joined The Camping and Caravanning Club. The packs were segmented into families and adult campers so that the imagery, services and language were targeted to each audience. We then further added variable data fields within those segments so the packs were personalised to the individuals who received the pack. 

 

The pack's primary purpose is as a carrier for the membership cards. However by making this an interactive piece that required folding out, messaging could be clearly broken down and communicate all the core offerings and experiences that the Club has to offer to a camper as the user interacts with the piece.

 

The packs language and imagery was to be experience led, showcasing the Club is the best organisation to experience the great outdoors, which was then followed by secondary messaging of services and products that are on offer without becoming a hard sale message.