🎬  Case Study: “Grab the Wheel” – Automotive-Themed Tri-Fold Mailer
Client: Gearco
Role: Creative Director, Copywriter, Designer
Format: 5"x5" Tri-Fold Mailer (Print)
Tools Used: Adobe InDesign, Photoshop

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🧠  Objective
Create a high-impact, metaphor-rich direct mail piece that positions Gearco as the “driving force” in property management software — empowering customers to take full control of their operations.

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🎨  Concept & Creative Approach

This trifold mailer embraced the metaphor of driving, integrating puns and visual storytelling to draw parallels between system navigation and vehicle control.

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Visual Technique:
The front panel features a custom photograph of a hand resting on a Gearco-colored mouse — mimicking a driver’s hand on a steering wheel. This design element sets the tone for the driving metaphor explored across all six panels.

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Narrative Flow:
Each interior panel carried a gear-themed message:

• “Rev It” emphasized energy and momentum.

• “Shift It” conveyed flexibility and power.

• “Rule It” focused on authority and system mastery.

Each section was designed with a mix of strong headline copy, supporting imagery, and concise benefits messaging.

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Tone:
Witty, controlled, and metaphor-rich. Wordplay was used sparingly but effectively to aid recall without undermining professionalism.

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🧩  Creative Highlights

• Custom photo retouching aligned with brand colors

• Typography and layout designed for clarity and flow across folds

• Use of puns and metaphor to turn a static mailer into an interactive mental experience

• Cross-reference with broader brand campaign (“Put to Bed” ad featured on the back panel)

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📈  Results & Impact
While analytics were limited by the print medium, internal marketing teams credited the piece for boosting top-of-funnel awareness and reinforcing Gearco’s value proposition among traditional B2B audiences. Its thematic consistency helped solidify Gearco’s brand voice during a transitional marketing period.

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🔧  Responsibilities

• Concept development

• Photography direction and retouching

• Copywriting and pun integration

• Tri-fold layout design in InDesign

• Print coordination and asset preparation