Art Direction: Membership Direct Mail, SDMA
direct mail, variable data, identity, logo, branding, print design, production

Designed and produced this direct mail piece for the San Diego Museum of Art's annual membership drive. Took a new direction than previous years in trying to attract a younger, less conservative audience for the museum's exhibitions and programs. The client wanted to stem the natural attenuation of their older member-base by selling a new generation of San Diegans on the benefits of becoming a museum member. Traditional images were used alongside more contemporary ones, however, to avoid alienating the older, core members. Distributed to more than 50,000 homes, and included the engineering of a variable data form letter.