Salesforce Fireside Chats Direct Mail Campaign
Company: Art Direction, Concepting, Primary Designer
Company: Art Direction, Concepting, Primary Designer
To close out the year with warmth and gratitude, I led the creative vision for this multi-touchpoint direct mail and email campaign designed to thank our customer heroes for their trust and partnership. Running from early December through January, this program reached 4,000 valued contacts with a $600K budget—aimed at creating a personal, reflective experience during the holiday season.
After concepting and pitching several creative directions, we landed on "Fireside Chats"—a theme rooted in connection, nostalgia, and the power of shared stories. Inspired by everything from ancient storytelling traditions to FDR’s iconic radio addresses, the campaign invited recipients to pause, reflect, and spark meaningful conversations with their teams and loved ones.
The premium kit included a portable Solo Stove, a firestarter tin, a custom greeting card with year-end messaging, and one-of-a-kind Fireside Chat playing cards, featuring conversation prompts instead of traditional card faces.
I led the creative development end-to-end—designing the winter-themed outer shipping container, custom hang tags, the firestarter tin, and email header graphics. I also art directed a junior designer on the visual direction of the playing cards to ensure cohesion with the overall look and feel. We incorporated Salesforce characters in a subtle, seasonal way to maintain brand identity while keeping the tone sophisticated and warm.
From storytelling to production, I collaborated closely with our print and fulfillment vendor to manage quality, logistics, and budget. The final result was an engaging, heartfelt experience that resonated deeply with recipients—building connection and goodwill during a key moment in the customer journey.
