Strike a Match

This direct-mail package had what LW Robbins refers to as a “cheap and dirty” look. It’s nothing fancy — all lasered so it could be produced as quickly as possible; a raw, rough look contrasting the usual polished look of CGF mailings; Courier font to replicate a “typed-in-the-office” feeling; etc.

This no-frills mailer got right to the point. The No. 10 outer envelope simply has the teaser, “EMERGENCY REQUEST,” in all caps, next to the CGF logo, along with a simple window with the recipient’s name and address. Inside is a simple one-page letter, just seven paragraphs long, which begins, “I’m writing you today with a heavy heart.”