I served as creative director on this project, generating three concepts for High Yield Checking, intended to demonstrate a range from the more texture and cleverness-heavy House Style to a more refined and upscale execution of it.
This first concept is an example of the sweet spot of the brand, the combination of textures and cleverness.
This next package takes a different path, with no promotional copy on the outer envelope. Inside, it's our first of two executions of a folder/billfold concept.
Below is the exterior of a folder/billfold that is inside of the envelope.
Below is the interior of the billfold/folder. The letter is folded and inserted in a pocket, and the "business card" unfolds.
The letter copy below follows through on the concept of being more refined or upscale.
Just as in the previous concept, this next package aims for upscale by having no promotional copy on the outer envelope, and by employing a folder/billfold tactic. But this one goes large -- it's a full 9"x12".
Inserted in the envelope above is the folder below. The red panel opens up. And the copy concept starts here, with the "upgrade" language.
When the red panel opens (below), on the left is a pocket and a piece that visually looks like a ticket. On the left pocket is a business card, meant to add a personalized, upscale treatment of the customer. A letter is inserted into the right pocket.
The "ticket" from the left pocket is shown below. While this package is meant to be more upscale, it does take on a cleverness in tactics like this -- from the "upgrade" language to the physical ticket tactic to the "your ticket to High Yield Checking" language. The copy here also demonstrates the full service that one expects in an upscale (or upgraded) experience.
The letter from the right pocket of the folder continues with "deserve" and "upgrade" language from the other pieces in the package.
The next several images represent work that I creative directed in 2021. It involved two concepts for repositioning a college's direct marketing creative.
