To create a template for a new 44 page direct mail catalogue to be sent out to customers on a seasonal basis. It needed to showcase the breadth of the new product range, encourage users to purchase with a discount code to aid tracking and it needed to connect with our customers on a premium level.
I created a set of wireframes that would allow flexibility to highlight hero products, showcase capsule collections, build stories and include editorial notes to inject the brand tone of voice.
The next step was to build the feeling of exclusivity around the special offer code. We created several touch points throughout the catalogue with a message that felt personal and chose a code that seemed individual rather than mass-produced. This also worked as an effective method to stop the code leaking to coupon sites - keeping our data as clean as possible.