March Madness Direct Mail Campaign
ROLE: Art Director & Contributing Designer
ROLE: Art Director & Contributing Designer
At the start of a new fiscal year, our team set out to create an engaging, multi-touch marketing campaign centered around the excitement of March Madness. Working within a defined budget, we conceptualized and developed a fully custom, interactive direct mail kit designed to spark joy and build community among recipients.
The kit featured:
• A custom cookie-decorating experience, including uniquely shaped cookies and decorating instructions inspired by basketball, with a subtle nod to the Salesforce brand.
• A custom-designed shipping box, complete with branded decorative packing tape to enhance the unboxing experience.
• A thoughtfully crafted recipient letter and a four-fold brochure, featuring custom illustrations and step-by-step cookie-decorating guidance.
• A branded cookie tin, reinforcing the campaign’s premium and personalized feel.
I led the art direction for the project, driving the visual storytelling and ensuring a cohesive brand experience. My role encompassed:
•Ideating on kit contents to balance creativity and budget.
•Collaborating with vendors to source and produce custom elements.
•Designing and developing custom illustrations that merged March Madness energy with Salesforce branding.
•Leading copy direction to craft engaging, on-brand messaging.
Beyond the physical kit, we extended the campaign digitally with a dynamic email series and a dedicated landing page, inviting recipients to register for the gift and fostering a sense of shared excitement. This project was a celebration of teamwork and community, embodying the competitive yet collaborative spirit of March Madness.
