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Direct mailing for the society of design etiquette.
Direct Mail
The society for design etiquette
For this project we had to create a direct mail campaign topromote etiquette. I decided to promote design etiquette to graphic designers. As designers we know about all the baddesign out there, thus I created a society that strives to create a culturethat always produces good design – The Society of Design Etiquette or SDE. Thebest way to get good design is to convince people that it adds value and thatit’s in their best interests to produce it. The more the market sees andunderstands the premium that comes from good design, the more it will becomethe norm. The society has fourprinciples: Always be original, check your guidelines, communicate a clearmessage and obey the typography rules. They believe by mastering these principles,you will become part of the design industry, which endorses a good designculture. By making these principles part of you daily design, it will becomethe norm to deliver GREAT DESIGN. To establish two-way communicationbetween the receiver and the society, the society’s has four friends, which youcan adopt, to help you with these principles.

This campaign consists of 4 phases: Introducing the societyto the target audience, reply from designer, reward the design for adopting afriend/principle and establishing persistent communication

The logo
The four friend: Direct tiger, Guideline owl, Juicy Lucy and Quick brown fox
Guideline Owl
Direct Tiger
Quick brown fox
Juicy Lucy
Gift from Guideline Owl, a checklist to remember to go trough guidelines.
Gift from Juicy Lucy, a kaleidoscope to help to to stay original and creative.
Gift from quick brown fox, showing the meaning of kerning (spacing between letters)
Gift from Direct Tiger, a tunnel book reminding one to keep the eye on the message.