Strong Branding Brings It Together

This mailing from The Jerusalem Foundation struck me for its great branding and poignant use of photographs, which come together to give the mailing's elements a very high-touch feel.

The mailing is simple, yet consistent in its branding, employing a forest green and purple color scheme that is initiated on the outer envelope and carried throughout the other elements, namely the 3.5-inch-by-8.5-inch four-color, glossy brochure. The background of the eight-panel brochure alternates between forest green and purple, accentuating the text and four-color photographs of the people the foundation serves. The brochure is beautifully laid out, with text that complements and draws attention to beautiful photographs, and vice versa. This interplay between branding, text and images in the brochure displays the programs the foundation offers and connects these programs to actual faces, all on the foundation's branded color scheme.

An interesting thing to note is that the reply device for this mailing -- the detachable top portion of the 8.5-inch-by-14-inch letter has two ask strings. Both have the same dollar amounts listed ($36; $54; $72; $108; Other) but the first says "Yes! I want to support The Jerusalem Foundation and its work," while the second reads, "Yes! I'd like to make an additional gift to help displaced Israeli families." It ties in with the letter's message that TJF needs support to continue the programs it offers the people of Jerusalem, but there are those who need help above and beyond these ongoing services. The double ask string is a great way to send this message home and offer donors a chance to give more than they might have had this message not been made clear.

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