Case Study: Direct Mail Flyer

flyer graphic design case study before and afterNovato-based SolarCraft periodically sends a direct mail flyer to pool owners in Marin, Sonoma, and Napa Counties to advertise their solar pool heating service. Their old flyer looked generic — only on close inspection would a homeowner know the flyer was for a pool-related service. The company logo was buried in a sea of same-colored text, with no visual separation or clear branding.

The new flyer was designed to work within a line look, which I also designed. With the line look, flyers have branding continuity — they’re clearly from the same company, yet there’s flexibility for different designs from flyer to flyer. The line look features distinctive corner “swoops” that set off the company logo and easy-to-find contact information. The new flyer has a large engaging photo of kids in a pool that reinforces the message of enjoying a warm pool.

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