Built AI Draw Agent – Direct Mail Campaign & Product Experience
ROLE: CREATIVE DIRECTOR + DESIGNER
Responsibilities: Creative Direction, Concept Development, Packaging Design, Print Production, Vendor Management, Experience Design
Built launched its AI Draw Agent to help construction lenders process draws faster, improve compliance, and scale capacity without adding headcount. To introduce this powerful new product in a memorable way, I led the creative direction for a premium, multi-touch direct mail campaign centered around a custom bobblehead experience.
The concept positioned the AI Draw Agent as a high-performing “team member,” reinforcing Built’s message of adding horsepower—not headcount. I developed the visual system for the campaign, designing a branded collector-style bobblehead box, a custom shipping box, and a fully branded unboxing experience that aligned with Built’s performance-driven identity.
Inside the package, recipients discovered a personalized bobblehead, branded inserts, and supporting collateral that highlighted key performance metrics, customer outcomes, and real-world results achieved with the AI Draw Agent. I designed and crafted the layout, hierarchy, and storytelling flow of each printed piece to ensure the experience felt premium, informative, and cohesive from first touch to final reveal.
In collaboration with print and fulfillment partners, I managed production details including dielines, materials, finishes, and assembly logistics to ensure the final product met both brand standards and functional requirements. The result was a visually striking, tactile campaign that transformed a complex AI product into an engaging, human-centered experience.
This project demonstrates my ability to translate abstract product messaging into a physical, high-impact brand experience—blending storytelling, design systems, and execution to drive awareness, engagement, and brand credibility.
